AI has huge potential to revolutionize brand building, but unless deployed with a focus on brand differentiation, it could easily drive many enterprises to slip from grand to bland, argues Dan Chapman, global chief strategy officer for UM Worldwide. Something old, something new. There’s a certain symmetry to the fact that two of the biggest
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Strategy is at the heart of every great campaign and Australia is blessed to have some of the best in the world. This makes choosing ten strategy chiefs a near impossible task. This year, we have chosen not to include chief product officers, which means that some of the best strategic minds (the likes of
Every brand wants to be seen. But let’s be honest, being seen is no longer enough. Some research says we’re exposed to anywhere between 4,000 to 10,000 ads a day. Think about that. Every poster blurs past when you’re driving. Every article you read is punctuated with an ad. Even the shows and films you
Tourism Ireland has appointed Interpublic media agency UM to its global media buying and planning account, covering more than 14 markets including Great Britain, the US and Canada. Rival Omnicom agency OMD EMEA was the incumbent on the account, which is worth an estimated €30m (£26m) per annum. UM’s remit will be to help the
Over half of TV time now goes to streaming, pushing ad budgets into CTV. But challenges remain. UM’s chief investment officer Marcy Greenberger explores where the medium shines – and where it must evolve to reach its full potential. On paper, CTV should outperform nearly every other channel. It combines the power of sight, sound
This week’s Future of TV Briefing looks at why advertisers’ sports spending still skews heavily toward traditional TV despite more sports being available to stream. Streaming has overtaken traditional TV when it comes to overall viewership. But sports still tilts the balance back to traditional TV in a way that can make traditional TV the
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
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