BY: Paul Aaron, Co-Founder and CEO of Addition Brands have always operated with an inherent delay. Strategic deliberations, creative processes, and production realities create a chasm between what people are experiencing in the world and what a brand has to say. But as technology has progressed, this gap has been closing. The internet established a foundation for realtime communication. Social media enabled two-way conversation. And now, with generative AI, brands can enter an era of true responsiveness. R/GA company Addition’s recent work for Google at last month’s MLB All Star Game offers a glimpse at how the AI-powered shift towards…
Autor: Tomilli Team
All eyes are on CMOs in the AI era. With the future of companies dependent on the success of AI investments, getting change management right is a defining task and a massive opportunity. Wayfair CMO Paul Toms has combined risk with rigor to make bold, data-driven moves across customer experience, measurement, and creative performance. Here’s a look at those bets and their critical lessons for marketing leaders. Reimagining the customer journey with AI-driven curation Wayfair, known for its massive online store, looked to elevate its customer experience to help inspire customers on their home shopping journey. That meant deploying advanced…
AI isn’t just writing poems or suggesting meal plans anymore — it’s bringing new possibilities for science and what we know about the world. Scientists can now decode electrons, create new materials and even “talk” to trees. Generative AI tools are speeding up the pace of discovery and unlocking insights about everything from the cells in our bodies to the ecosystems that sustain them. “Scientific discovery is one of the most important applications of AI,” says Peter Lee, Ph.D., head of Microsoft Research. “We believe the ability of generative AI to learn the language of humans is equally matched by…
Amazing news from the 2025 MSA Festival and Awards announced recently in Petaling Jaya, Malaysia! The Carat Media Services Malaysia team won eight awards in seven categories, including Silver in the Growth Agency of the Year category. The team was additionally shortlisted another four times. Congratulations to the entire team! Carat Malaysia 2025 results Growth Agency of the Year – 1 Silver Best Use of Integrated Media – 1 Gold Best Use of Influencer Marketing – 1 Silver Best Use of Activation and Experiential – 1 Silver Best Use of MSA for Good – 1 Silver Best Use of Media…
INNOCEAN in collaboration with Shinsegae Property has launched a public safety campaign titled The World’s Biggest Lifeguard at Grand Josun Media – a large-scale digital signage display in front of Haeundae Beach in Busan, Korea. This campaign delivers real-time safety messages through a 3D anamorphic video featuring an oversized lifeguard. The content reflects live environmental data such as weather conditions, wave height, and safety guidelines. For instance, when waves are high, the lifeguard issues on-screen alerts, from partial to full beach access restrictions. During normal conditions, the video background reflects weather changes, including clear skies, clouds, and rain, to add…
Ogilvy Consulting proudly announces its recognition on Forbes’ list of World’s Best Consulting Firms for the fourth consecutive year. This achievement underscores Ogilvy Consulting’s unwavering commitment to creating transformative solutions that drive growth for its clients’ brands and businesses in today’s rapidly evolving landscape. The prestigious list, presented by Forbes and Statista Inc., the leading statistics portal and industry ranking provider, is compiled based on rigorous global surveys of consultants and clients. “To be named one of the World’s Best Consulting Firms by Forbes for the fourth year in a row and standout in the marketing category is an extraordinary testament to the expertise, experience and entrepreneurial spirit of our Ogilvy Consulting team,” said Antonis Kocheilas, Ogilvy’s Global Chief Transformation Officer. “In an era defined…
DAVID has welcomed the arrival of a new creative leader. João Gandara has been appointed as the agency’s new executive creative director, joining the team led by chief creative officer Marie Julie Gerbauld. With more than 17 years of experience, João Gandara has built his career across creative studios, top advertising agencies – including McCann, Wunderman Thompson (now VML), and Africa – as well as in-house teams at companies such as Nubank, where he contributed to both local and global campaigns for brands like Coca-Cola, Nike, Netflix, TikTok, Sprite, and Google. Over the past four years, he was part of…
Building on Award-Winning Momentum, Grey Mexico Welcomes Proven Leader to Drive Next Phase of Growth and Innovation. “We are absolutely thrilled to welcome María to lead Grey Mexico. At Grey, our mission is to deliver Famously Effective ideas that grow our clients’ businesses,” shared Laura Maness, Grey’s Global CEO. “María’s impressive 20-year track record isn’t just about transforming businesses and mindsets; it is about her profound understanding that true business impact stems from fearless, groundbreaking creativity. She inherently values the power of ideas and has a proven ability to cultivate environments where they thrive.” María will report directly to Laura…
Geneva, Bangkok— The final stretch of Luum Awards 2025 is already underway and agencies still have the opportunity to be part of the international festival that rewards the best of creativity with a purpose. We’re in the final stretch to the 2025 Luum Awards, but agencies such as yours can still be part of this international festival that rewards the best of purpose-driven creativity. The festival is preparing to culminate this year’s edition, with in-person gatherings in Geneva and Bangkok, where winners and judges are invited to spend two days honoring winners’ creativity and their commitment to society and the…
The modern consumer isn’t just shopping; they’re engaged in a relentless, often simultaneous fusion of searching, streaming, scrolling, and shopping — what we call the 4S behaviors — that now completely redefine the path to purchase. This isn’t a linear journey anymore; it’s an intricate, dynamic web of interactions. As we zero in on the 2025 holiday season, this complex behavior intensifies, revealing a research-obsessed shopper whose need for confidence is more acute than ever before. The Global Market Insights team at Google closely tracks the evolution of holiday shopping. Last season, we observed that the amount of spontaneous holiday purchases decreased year…