Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty. We’re seeing a pattern emerge in our industry—one that mirrors a growing conversation about ageism in ad land. It’s an issue that’s obvious to many working in this
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AI and DCO can help marketers realize hyper-personalization… or iterate towards a mean. James Dutton at IPG Mediabrands’ UM explains how to get the most from creative tech. Consumer attention is fleeting. To hold it, modern marketing demands precision, relevance, and innovation. Creative technology, powered by AI and dynamic creative platforms, is helping brands to
Retailers are no longer just a place to shop — they have become transformative media partners that brands can leverage to reach consumers at every step of their purchasing journey. With expanded media capabilities to drive awareness, retailers offer brands more ways than ever before to introduce themselves to consumers — often before they even
As global brand president at UM Worldwide, Susan Kingston-Brown has spent her career at the intersection of media innovation, client growth, and creative ambition. This year, Kingston-Brown will serve on the Cannes Lions International Festival of Creativity jury in the Media category. As the festival approaches, she shares her perspective on the themes she believes
In a world of abundance, being normal is the riskiest thing that a marketer can do, writes UM’s Lawrence Dodds. As artificial intelligence weaves itself deeper into marketing, from content creation to media buying, many believe it could finally “solve” some of our industry’s most persistent problems. The promise is seductive: faster work, fewer mistakes,
UM, a global media agency within IPG Mediabrands, has been named U.S. media agency of record for convenience retailer 7-Eleven, ADWEEK has learned. The appointment follows a competitive review. UM’s remit includes cross-channel media strategy and full-funnel media activation for 7-Eleven, Speedway stores, and the 7NOW delivery app. Read more in Adweek.
Retail media has undergone a profound transformation over the past decade. What once was a niche, retailer-driven capability focused on driving sales within commerce platforms has now become one of the most powerful tools in the marketing ecosystem. In its early days, retail media was largely viewed as a tactic— siloed from the broader brand
Current economic uncertainty has many marketers focused on the here-and-now of their media strategies, but with the speed of innovation in technology, platforms and partnerships, the next generation of media buying is looking to the industry’s future. Retail media, shoppable formats and behavioral data are reshaping how buyers close the loop. Ahead of the TV
Beyond Yoga, an activewear brand known for inclusive sizing, has named UM its U.S. media agency of record following a competitive review, both companies confirmed to ADWEEK. The brand, owned by Levi Strauss & Co., selected the IPG Mediabrands agency to lead a full-funnel media strategy across all channels including TV, programmatic, paid social, affiliate,
Adam Morton, chief product officer at UM Worldwide (IPG Mediabrands), argues that while reach is still an important metric for media planning, the vast array of options at a brand’s disposal means the conversation requires more nuance. With the number of platforms, online communities, and media options available to us, brands and marketers now have