When creator content goes mainstream

There’s no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM’s William Wun. Home to 60% of the world’s population, the APAC region is also the home of the most social media users worldwide. They make up 64% of global audiences, and in

UNIVERSAL MCCANN STANDS PROUD AS THE ONLY MALAYSIAN AGENCY TO SWEEP A GOLD AT THE FESTIVAL OF MEDIA APAC 2024

Universal McCann, the media agency under the IPG Mediabrands network, has once again taken home a coveted ‘Gold’ award at the prestigious Festival of Media Asia Pacific (FOMA) Awards 2024, the only Malaysian agency to be awarded the top award. OneVue, a global division of Universal McCann which acts as the global media agency of record for leading global consumer health company Kenvue, took home a Gold for ‘Best E-Commerce Campaign’ with Listerine Malaysia for the #SwishAwaySuay campaign, alongside a Bronze

Account Madness – Kylie Searle, MBCS

This series of articles looks at the world of the account manager. This time we talk to Kylie Searle, Account Manager, MBCS How did you end up account management? Was it by design or a cosmic accident? There may have been a small amount of cosmic intervention. It started with a school paper on the 1992 Pepsi

Levi’s picks UM as global media agency

SCOOP: Jeans brand spent $142 million in global media spend last year. Levi’s Jeans has consolidated its global media account with UM after working with the agency in the Americas for more than four years, Campaign US has learned. Following a review, the IPG Mediabrands agency was named Levi’s media agency of record in the

Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?

Michael Chong, Initiative’s chief analytics officer, has done something quite remarkable — climbing Ama Dablam, one of the most challenging peaks in the Himalayas on a trek that takes the best part of a month. Here, he tells B&T about his marvellous mountaineering, and what we can learn from it. Ama Dablam, rising proudly at an elevation of 6,812

Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’

There are few in adland with such vast experience as IPG Mediabrands and Initiative’s chief operating officer Geoff Clarke. Starting in the industry more than 30 years ago, Clarke has held positions such as investment director, chief investment officer, client partner and managing director. Speaking on behalf of the Experience Advocacy Taskforce, Clarke explained why agencies

MasterChef Australia and Crown Resorts set to deliver unique ‘pop-up restaurant’ ALUMNI

Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique, dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time,

Cancer Chicks launches empowering ‘Fucc It’ campaign for young women

Cancer Chicks, a charity organisation, has unveiled a new brand platform and campaign, ‘FUCC It’, designed to support young women living with cancer. The campaign was developed in collaboration with Initiative IMPACT and MBCS, with the tagline ‘FUCC It’. It’s intended to inspire young women not to let cancer or severe chronic and terminal illness

Privacy-centric advertising practices

Since the beginning of this year, Google has limited third-party cookies for its Chrome web browser users, marking a first step towards eventually abandoning the files that have raised privacy concerns for some time. The testing period of the deprecation of third-party cookies will continue till the third quarter of this year, by which time

Zefr and IPG Mediabrands Launch Partnership to Combat Misinformation

IPG Mediabrands and Zefr announce an agency partnership designed to tackle misinformation and enhance brand safety and suitability for online campaigns. Backed by extensive research data from IPG Mediabrands’ media intelligence and investment unit, MAGNA, and powered by tech-driven performance unit, KINESSO, the new collaboration will deliver campaign solutions that enable brands with the capability