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

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

Levi’s picks UM as global media agency

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

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