Month: September 2024

Holding companies are taking a more cohesive approach to pitch advertisers. 

Omnicom is the latest to make structure changes to solidify this shift. Last week, the holding company revealed a new structure for its creative agencies, deemed Omnicom Advertising Group, with TBWA Worldwide CEO Troy Ruhanen at the helm. The move is an effort to deliver “seamless” creative services around the globe to clients, according to a statement from Omnicom chairman and CEO John Wren. 

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While it hasn’t formally launched a publisher program, over the last 18 months Reddit has been steadily rolling out products and resources aimed at courting media companies to increase their presence on the platform.

And according to audience development leads from publishers including Newsweek, The Hill and Wirecutter, those efforts have helped pivot focus to the community-based social media platform. In particular, the launch of new tools like Reddit Pro, advancements to its Ask-Me-Anything product and a refocus of the media business development team have encouraged these publishers’ teams to view Reddit in a new light when it comes to growing referral traffic and building brand awareness on the platform.

But the effectiveness of Reddit in those efforts depends on an ever-evolving equation of knowing when and where to post, maintaining relationships with subreddit moderators, and, ultimately, keeping their brands in subreddit communities’ good graces.

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Brand marketers haven’t always known what to make of social media platforms that rely primarily on user-generated content, but that hasn’t stopped them from including such platforms in their social marketing strategies and budgets.

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With two months left before the U.S. presidential elections, state and federal officials are looking for more ways to address the risks of disinformation from AI and other sources.

Last week, the California Assembly approved legislation to improve transparency and accountability with new rules for AI-generated content, including access to detection tools and new disclosure requirements. If signed, the California AI Transparency Act, wouldn’t go into effect until 2026, but it’s the latest in a range of efforts by various states to begin addressing the risks of AI-generated content creation and distribution.

“It is crucial that consumers have the right to know if a product has been generated by AI,” California state senator Josh Becker, the bill’s sponsor, said in a statement. “In my discussions with experts, it became increasingly clear that the ability to distribute high-quality content made by generative AI creates concerns about its potential misuse. AI-generated images, audio and video could be used for spreading political misinformation and creating deepfakes.” 

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When Tubi made its debut in the U.K. nearly two months ago, everyone expected it to make a splash with advertisers. Given its impressive track record of outpacing some hefty competitors in the past 18 months, the bar was set high.

However, the reality has been more of a gentle ripple than a tidal wave. Tubi’s efforts to woo advertisers have been mooted.

Execs there are currently in full market-scout mode, meeting a few key players and figuring out how to stand out in an arena bursting at the seams with options.

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There’s a long and storied history of small independent agencies that punch above their weight to compete with their bigger holding company rivals. But most often the story behind it is of agency going after agency. 

Not so with Langrand, a Houston-based full-service agency that bills itself as an “independent transformation design firm,” and pits itself against the consultancies of the world — the McKinseys and Accentures and BCGs — as much as it does other agencies.

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