Hannah Rook: ‘This makes shared events—and the unified audience they create — a uniquely powerful advertising opportunity.’ Tentpole moments have become hard to define, nuanced occurrences for advertisers aiming to keep up amid changing audience behaviors and a dynamic media and tech landscape. Advertisers around the world look for ways to effectively leverage tentpole marketing
For International Women’s Day, we spotlight voices from across the industry, sharing stories of their journeys, personal insights on mentorship, perspectives on the path to equality, and more. As International Women’s Day approaches, a single day hardly seems enough to recognize the countless contributions women make in the industry and beyond. That’s why we’re dedicating
AI can crunch data, but can it truly create magic? Anathea Ruys, CEO of UM Australia, urges brands to use it wisely—or risk fading into the noise. Australian marketing professor Mark Ritson once said, “AI will make us all masters of efficiency, but slaves to mediocrity. The more we automate, the harder it becomes to
Today’s models, when effectively integrated and applied, can unlock remarkable value that is still vastly underexploited. By Kellyn Coetzee, national head of AI & analytics, KINESSO Australia Despite the hype, tangible returns often fail to match the headlines. Research indicates 11% of companies report significant EBIT gains from AI, and just 26% move beyond proofs of
The ad economy in the Asia Pacific is forecast to grow +8.5% in 2024 to reach $289 billion. This follows growth in 2023 of +9.5%. MAGNA’s “Global Ad Forecast” has released its summer update and is predicting net advertising revenues (NAR) will reach $927 billion this year, growing +10.0% over 2023. This forecast marks a
“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
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
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
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
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