Is generative AI eroding media’s ethical core?

SearchGPT has arrived, and the media industry’s ethical reckoning is upon us. Initiative’s Charles Dangibeaud demands immediate action: a robust ethical framework for AI-powered media buying is no longer a luxury; it’s a necessity. The Gen AI revolution is truly here and there is no doubt it will change our working and personal lives. But

Kate O’Loughlin: ‘Brat’ is the ultimate lesson in distinctive media devices

“The album release was the perfect example of the power of a distinctive media device in delivering disproportionate word of mouth for any brand.” 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

Kate O’Loughlin: Food has become a status symbol for quiet luxury brands

“Food in art and fashion is demonstrating a theme of abundance – something hard to find in a cost of living crisis.” ‘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

Initiative Announces APAC Leadership Hires With Hatty Wetzki, Lucy Jacobsen & Sheena Deutscher

Initiative, the Fame & Flow agency within IPG Mediabrands, has announced the appointment of three client-facing senior roles in their Asia-Pacific RHQ office. Hatty Wetzki has been appointed Regional Client Business Director, Lucy Jacobsen Group Client Director, and Sheena Deutscher has been appointed Senior Communications Design Director. Wetzki joins Initiative after nearly 11 years at

Jemena launches The Big Picture educational campaign via MBCS

“There is not one silver bullet when looking to reduce carbon emissions.” Energy networks owner, Jemena, has launched an educational campaign via Mediabrands Content Studio (MBCS), The Big Picture, aiming to raise awareness about the role renewable gas will play in the ongoing energy transition. It is the first campaign to market since MBCS was appointed as Jemena’s creative agency of

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