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

Meet The Team – KINESSO’s delivery engine driving data forward

The recent merging under the KINESSO banner of the IPG Mediabrands companies Kinesso, Reprise, and Matterkind provided a way for the holdco to unify the data derived from a brand’s full marketing system into a single capability. With offerings spanning across performance marketing and data and technology, the rebranded KINESSO agency is positioning itself as

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

Linda Fagerlund Joins Mediahub as Chief Strategy Officer ANZ

Mediahub has tapped strategist Linda Fagerlund for the newly-created role of Chief Strategy Officer for Australia and New Zealand. Fagerlund is tasked with delivering Mediahub’s trans-Tasman strategic support for key clients, she also joins Mediahub’s senior leadership team. Fagerlund brings 15+ years of strategy experience to the new role working previously across media, creative agencies,

Initiative appoints Sharon Ho as CEO of China

Initiative Media, an agency of IPG Mediabrands, announced the appointment of Sharon Ho as CEO of China. She will be based in Shanghai and report to Melinda Po (Bo Rongrong), CEO of IPG Greater China . As the CEO of Extreme Media China, Sharon Ho will leverage her advantages in integrating technology, data and marketing

Brands seek honesty over creativity and charisma: Snapchat and MAGNA

The study found creators who routinely shared personal experiences and engaged with their audience’s comments were perceived as honest and authentic. The top traits brands seek from influencers is honesty (67%), followed by creativity (47%) and charisma (38%), according to research conducted by Snapchat and MAGNA Media Trials for its Influencer Marketing Playbook. The study, ‘Unleashing Influence: A

Entries for Five Decades of Advertising Graduates competition now open

As advertising education in Australia marks 50 years, the Queensland University of Technology (QUT) has announced that the ‘Five Decades of Advertising Graduates’ competition is now open for applications. The competition is a celebration of how studying for and working in the advertising industry has developed over five decades. In addition to looking at changes and