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

‘Beyond Boundaries’ Explores the Future of Outdoor Advertising in Malaysia

IPG Mediabrands has collaborated with Big Tree, Redberry, Seni Jaya, and Vistar Media to host “Beyond Boundaries,” an event focused on the future of outdoor experiences in Malaysia. ‘Beyond Boundaries: The Power of Outdoor Experiences’ brought together media partners, clients, and agency representatives to gain fresh perspectives on out-of-home (OOH) media. “The OOH space is

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

Virat Kohli most popular, Hardik Pandya most booed on social media: Interactive Avenues

Interactive Avenues’ ‘IPL 2024: Unveiling The Fan Pulse’ report is based on extensive data gathered from online platforms based on the social media buzz generated by IPL 2024. Interactive Avenues, the digital arm of IPG Mediabrands India, has launched “IPL 2024: Unveiling The Fan Pulse”, an exhaustive social media listening report with unique insights into

Non-profit organisation Canteen appoints UM Australia to amplify support for people affected by cancer

Australia – UM Australia has been selected as Canteen’s media agency of record, with effect immediately. UM’s Canteen responsibilities include performance, above-the-line media strategy, planning, and purchasing. The goal in this mandate is to grow supporter numbers in order to reach more young people impacted by cancer. The mandate, made effective following Canteen’s recent brand revamp,

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

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