Love it or hate it, AI is front-of-mind for many of the A Listers, Campaign’s selection of more than 200 influential media and advertising leaders in the UK, when asked what will shape the next year. Respondents were almost apologetic about citing AI – because a buzzword can appear an obvious answer – but it
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Super Bowl Sunday brings a high-stakes playground for advertisers, offering them a chance to check the pulse of the ad world. It’s the closest thing marketers have to a crystal ball, providing glimpses into the strategies, themes and platforms that will define the year ahead. And while this year’s ads featured a disturbing recurrence of
This year, 30-second commercials in the Super Bowl went for more than $8 million; however, for some brands, that simply wasn’t enough time. Dunkin’, Pfizer, T-Mobile, Uber Eats, and TurboTax were some of the brands that opted for 60-second and 90-second ads this year. Jeep even bought two minutes of ad time in the fourth quarter. But when
The Super Bowl continues to be a colossal event for brands and marketers, but will this year’s Big Game have a lasting impact on the ad industry? … “I haven’t seen a trend of other live events being prioritized to the detriment of the NFL,” Marcy Greenberger, chief investment officer at UM, said. “Advertiser demand
UM MENAT’s Joe Nicolas shares the secret recipe to success: turning complexity into clarity, noise into impact and transient moments into enduring strategies. Let’s call 2024 what it really was, an intense year for the media industry when buzzwords such as artificial intelligence, automation and martech dominated our conversations and challenged the core of our
The “rubber has hit the road” with agencies making use of AI, according to UM global brand president Susan Kingston-Brown, and clients now expect them to “make full use of the AI that’s available”. But she warned in an interview with The Media Leader that using AI risks not only incentivising a “race to the mean” but
UM has launched a global omnichannel media planning proposition that aims to “stand against bland” in the era of AI. The “Full Colour Media” approach seeks to move against the grain of generic algorithm-driven media planning and towards recentring brand-driven advertising at the heart of media. It is underpinned by a new body of custom
Campaign has revealed the 2025 Agency of the Year shortlist for the U.S. The agencies and individuals on this list have demonstrated breakthrough storytelling, memorable creative and media effectiveness across a variety of categories, including creative, media, innovation, PR and leadership. The winners and honorees will be announced and celebrated at a live event at
To compete with AI, agencies must do what they’ve always done best, says Dan Chapman, global chief strategy officer at UM, part of IPG Mediabrands: focus on finding a brand’s true difference. In the second law of thermodynamics, entropy describes an inevitable decline into disorder within a closed system. Applied to marketing, this principle translates
In 2025, media agencies can expect their workload to diversify and get bigger, according to media agency bosses Natalie Cummins, Henry Daglish and Kara Osborne. … Osborne, chief executive of UM London, wants agencies to be seen as a “true business partner” in the year 2025 so that they can tackle next year’s key issue
