MBCS bolsters creative team with “dynamic duo” of appointment

Integrated creative agency MBCS has announced the expansion of its creative team with the appointment of Abby Clark as Copy Writer and Laura Murphy as Art Director. The duo, who have previously worked together and separately, claim their best work is produced when they collaborate. Their appointment at MBCS is effective immediately, and both will

Kate O’Loughlin: The Carnival World Cruise: brand titanic… or life raft?

Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape. This month I’ve been obsessed

Inside NGEN: How Initiative’s Ben Breden & Olivia Coxon Turned Their NGEN Award Entry Into A Live Campaign

In this monthly column with NGEN, the MFA’s training program for media professionals with less than five years of experience, Ben Breden and Olivia Coxon, communications designer and senior partnerships exec at Initiative, respectively, track their success in bringing to life their NGEN Award entry with the help of 19 media partners and $1.3 million

Meeting of the Minds: Mediahub’s Gerry Bowness and Kaitlin Wiley

Meeting of the Minds returns in 2024, showcasing diverse perspectives, thoughts and opinions from an experienced expert and industry rookie. This week’s Meeting of the Minds sees Gerry Bowness and Kaitlin Wiley from Mediahub reveal their leadership heroes, current streaming binge and career goals. Read more on Mediaweek.

Crown Resorts Appoints Initiative as its Media Agency

Following a competitive media review, Australia’s Crown Resorts has appointed Initiative as its media agency of record. Initiative’s remit covers full funnel media strategy, planning, and buying, including performance and digital. The appointment comes after Crown’s recent unveiling of a refreshed brand, signaling a new era and bold strategy to reinforce its position as a

Susan Credle makes history as first-ever IPG Creative Advisor to advance culture of creativity across the Group

Interpublic Group, a global provider of marketing solutions, has announced the appointment of Susan Credle as its first-ever Creative Advisor. In addition to taking on this newly created role, Susan will continue to serve as Chair of global integrated creative network FCB through the remainder of 2024. She will also continue to report to IPG CEO Philippe Krakowsky. In the new role,

Steph O’Donnell takes the helm as head of investment at Initiative Melbourne

Steph O’Donnell has been appointed as the new Head of Investment at Initiative Melbourne, a significant move that also sees her joining the Senior Leadership Team at the agency. Reporting directly to Chief Partnerships & Investment Officer, Paige Wheaton, O’Donnell’s immediate role will be to lead the market’s investment product across the entire investment ecosystem.

The Taylor Bowl: What brands and advertisers can learn about the power of Taylor and her Swifties at the Super Bowl

Kate O’Loughlin: “There is no subject too young, too silly, or too pop for brands to galvanise.” The Taylor Bowl Super Bowl kicks off on Monday, February 12th, in Australia, and viewers all over the world will have their eyes peeled for one star – Taylor Swift (who, if widely speculated calculations are to be believed, will make it from

MBCS announces two new strategic promotions to improve its leadership and strategic capabilities

Australia – Mediabrands Content Studio (MBCS) in Australia, has strengthened its leadership and strategic capabilities by promoting Toby Maclachlan to head of strategy & product and hiring Trent Peppercorn to the newly established position of head of Melbourne. The newly-designated posts take immediate effect. Maclachlan, in his new role at MBCS, will assume the responsibility of leading the overall strategic output and team across both

FAIRPRICE CHAMPIONS THE DRAGON SPIRIT THIS CNY VIA HOMEGROUND UNITED + TBWA\SINGAPORE SPOT

This Chinese New Year, FairPrice and Homeground United resurfaces the legendary story of the Great Race* from ancient Chinese mythology, displaying a heartwarming parallel in its brand identity with the Dragon spirit of kindness, sharing and inclusiveness. In the story of the Great Race in Chinese mythology, 12 animals raced to the Jade Emperor to