Category: Uncategorised

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Sports sponsorship usually starts with visibility. A brand puts its name next to an athlete, borrows some of the attention around competition, and hopes the association transfers. Pepsodent’s partnership with Indonesian para-archer Kholidin takes a more functional route. Its “Bite Into Glory” program is built around the fact that Kholidin uses his mouth and teeth…

Uber turns “Ooooo” into a brand mnemonic for first rides

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Uber’s newest acquisition idea starts with a sound people already make when something unexpectedly good appears. Instead of inventing a new slogan from scratch, the ride-hailing brand is stretching “Ooooo” into “Ooooober” and attaching that reaction to its First Ride Free offer in India. The campaign, created with Talented Agency and Bang Bang Films, uses…

Changi turns Nailoong fandom into an airport shopping journey

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Changi Airport is using a character with a huge online following to give Golden Week travellers more reasons to stop, explore and shop instead of treating the airport as a place to move through as quickly as possible. The airport’s official Nailoong’s Joyful Journey campaign page turns the Chinese character IP into a route across…

AI agent observability will become a martech buying requirement

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Most marketing teams still evaluate AI agents the way they evaluate software features. They ask what the agent can do, how quickly it completes a task, which systems it connects to, and whether a person can approve sensitive actions. That is a reasonable starting point. It is becoming an incomplete buying framework. Once an agent…

Instagram gives creators an AI analyst inside Edits

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Instagram is turning Edits into more than a video editor. The app now includes an AI assistant that can analyze a creator’s performance data and help explain what is working, where viewers drop off, and what the creator might test next. For brands, this matters because creator analytics are moving closer to the creative process…

M360° takes its PR-plus-GEO model toward Singapore

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M360° PR+Activations is preparing to take a Philippines-built agency model into Singapore, with an expansion pitch that combines traditional public relations, live brand experiences and Generative Engine Optimization. Backend News reported on October 3 that the Taguig-based agency plans to expand into Singapore and other Asian markets. The announcement is notable less for the geography…

Executive positioning: how PR teams build credible leadership visibility

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Executive positioning gets treated like a visibility problem: get the CEO quoted more often, book more podcasts, publish more LinkedIn posts, and hope familiarity turns into authority. That is backwards. Executive positioning is really an evidence problem. A leader becomes credible when the market can repeatedly see what they know, what they believe, and why…

TikTok opens its 400,000-app ad network to U.S. advertisers

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TikTok is opening TikTok Ad Network to U.S. advertisers, giving brands a way to extend campaigns beyond TikTok itself and into a network of nearly 400,000 apps worldwide. The move sits inside a much broader Advertising Week release spanning AI shopping, lead-generation agents, Smart+ automation and TikTok’s Model Context Protocol integrations. For media buyers, the…

Skydance’s Warner Bros. deal puts US$6B in savings behind a bigger media stack

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Skydance has completed its acquisition of Warner Bros. Discovery, bringing Paramount, Warner Bros., HBO, CBS, CNN, Paramount+, HBO Max and a large collection of film, television and sports assets under one corporate roof. For marketers, the important part begins after closing. The combined company is now trying to turn scale into a simpler operating model,…

Omnicom brings AI product placement into the media plan

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