Advertising changes by the minute. Algorithms shift, audiences migrate, and new platforms appear faster than most campaigns can finish. Yet through all that noise, the fundamentals of great media strategy hold steady — as resilient and enduring as a desert evergreen.

We’ve written a lot about technology lately, but these enduring principles are what separate fleeting campaigns from brands that keep flying, year after year.

In marketing, evergreen doesn’t just mean “always on.” It means building ideas and media systems that stay relevant no matter how the tools evolve. Think of Nike’s Just Do It: rooted in emotion, not trend.

Evergreen strategy is about consistency, optimization, and learning over time — not endless reinvention.