Affirm Pursues Affluent Consumers
Affirm is pivoting its buy‑now‑pay‑later offering toward affluent, high‑credit consumers by expanding 0% interest promotions. The company says interest‑free loans drive an 80% probability of repeat usage and currently account for about 16% of its transaction volume, with 80% of that volume coming from prime and super‑prime borrowers. By targeting these users, Affirm hopes to improve retention and capture higher‑margin merchant interchange fees. The move reflects a broader industry trend of diversifying beyond short‑term, lower‑credit BNPL products.
Why Unleashed Brands Tapped VaynerX to Pump up Social Media Marketing
Unleashed Brands, the youth‑enrichment operator behind Urban Air Adventure Parks, appointed former Burger King CMO Pat O’Toole as chief marketer and enlisted VaynerX to overhaul its social media strategy. Moving away from a purely lower‑funnel, conversion‑heavy approach, the partnership launched...
How Affina Partners Promotes Benchmarks for Premium Growth
Affina Partners has positioned itself as a premium‑focused affiliate program, leveraging immersive storytelling and high‑end animation to elevate brands like iGaming newcomer Millioner. The network operates on a semi‑closed registration model that favors quality traffic, offering affiliates personal managers and...
Jack & Jones Puts Denim in the Spotlight for Retail Debut in Dubai
Jack & Jones, the European denim arm of Bestseller, opened three flagship stores in Dubai, Abu Dhabi and Sharjah, marking its UAE debut. The launch is driven by the minimalist “Invisible Jeans” campaign, which omits models and focuses solely on the denim...
SHEIN’s U.S. Influencer Marketing Director on the Secret to Partnerships
SHEIN’s U.S. influencer marketing director Jennifer Brown explains that rapid agility, authentic creator collaboration, and aligning cultural moments with brand purpose turn influencer partnerships into measurable business results. She cites successful campaigns with Cardi B, Normani’s debut fashion line, and a...
Electric Car Brand Changan Enters UK Market with New Media Agency
Chinese automaker Changan announced its entry into the United Kingdom by signing a partnership with a leading UK media agency to launch its electric‑vehicle line. The collaboration will drive a £5 million marketing push aimed at introducing the brand to British...
Coca-Cola Expands AI Use in Marketing and Product Development
Coca‑Cola is scaling artificial intelligence from experimental projects to a core component of its marketing and product development operations. AI tools now analyze consumer behavior, generate and test creative assets, and inform flavor and packaging concepts such as the Y3000...
DigitalAudience Accelerates UK Expansion with Local Leadership
digitalAudience is accelerating its UK footprint in 2026 by appointing Paul Smith as Managing Director and Cristina Ghiuta as Customer Success Manager. The hires aim to drive market development, partnership growth, and customer onboarding for the company’s privacy‑first data‑collaboration platform....
Amperity Appoints Bridget Perry as Chief Marketing Officer to Accelerate AI-Driven Enterprise Growth
Amperity announced the appointment of veteran SaaS marketer Bridget Perry as its new chief marketing officer. Perry, who previously led marketing at Later, Contentful, Adobe and Microsoft, is known for driving double‑digit growth and guiding companies through cloud and product‑led...
On the Move: Seven Letter Recruits NBC Vet Raffa
Seven Letter, a bipartisan strategic communications firm, has hired former NBC White House correspondent Allie Raffa as senior director in Washington, D.C. Points of Light appointed Jeff Zanelli as chief marketing officer, bringing experience from the National Forest Foundation and...
Lippincott Refreshes Brand Identity for Latitude
Lippincott has unveiled a refreshed brand identity and comprehensive toolkit for Latitude, the Australian‑New Zealand consumer‑finance provider. The new visual and verbal system streamlines asset creation, supporting acquisition, engagement and growth across credit cards, personal and auto loans. A redesigned logo...
How This Telecom Is Redefining Itself for an AI and Cloud-Driven World
Tata Communications has launched a global brand refresh under the tagline “Together, limitless,” signaling its shift from a conventional telecom to an orchestrator of enterprise digital ecosystems. Central to the new positioning is the “Digital Fabric,” a programmable layer that...
Big Brands Chase Youth; Small Brands Chase Cash‑rich Boomers
The bigger the brand the bigger desire to reach younger people the most effective way. The smaller the brand the bigger desire to sell to boomers with money and focus less on younger demos because it’s too expensive.
Urbanrise Launches “Welcome to the Celebrity Life” Campaign for Whispers of Sky
Urbanrise, a leading South Indian developer, unveiled the “Welcome to the Celebrity Life” advertising campaign for its new luxury project Whispers of Sky in Chennai. The campaign, created by Dentsu Creative, stars designer Gauri Khan in two films directed by...
'Signing Is the Easy Part': How Airwallex Turned Sport Into a Global Growth Engine
Airwallex has expanded its sports sponsorship from a single global deal to a portfolio that includes McLaren F1, Arsenal FC, the San Francisco Giants, and regional teams in Australia and New Zealand. The company says the partnerships are already boosting brand trust,...
American Express Hits Full Throttle On Fan Experience At Melbourne GP
American Express returns for a second year as the official payments partner of the Formula 1 Australian Grand Prix, unveiling an upgraded Amex Lounge and a suite of new fan experiences. The lounge now showcases premium food and beverage partners such...
AI Voice Start-Up Elevenlabs Shifts to Australia
AI voice startup Elevenlabs has appointed former Conversant Media executive Michael Costa as its go‑to‑market director for Australia and New Zealand. Costa, who has held senior roles at Salesforce, Twilio and Mixpanel, will lead the company’s expansion despite still being based...
PregaNews Film Encourages Conversations Around Postpartum Depression This Women’s Day
India’s leading pregnancy detection brand PregaNews has launched a digital film ahead of International Women’s Day to spark open conversations about postpartum depression. The short film highlights how many new mothers silently endure emotional and physical strain, normalising these challenges...
‘Better Value Than LinkedIn Ads’: Tech Firm Octave Bets Big On F1 Partnership With VCARB
Global tech firm Octave has signed a three‑year sponsorship with the Visa Cash App Racing Bulls F1 team, launching the deal at the Australian Grand Prix. The partnership aligns Octave’s asset‑lifecycle intelligence platform with the high‑pressure environment of Formula 1, positioning...
How Brands Are Measuring Value Across the Entire Customer Journey
Advertisers struggle to monetize brand‑building efforts, with only 53% confident in ROI measurement. Amazon Ads introduced Long‑Term Sales (LTS), a metric that assigns monetary value to shopper actions across the full journey using its authenticated identity graph. LTS combines short‑term...
Accounts in Transit: Scout Lab Lands TrustedHousesitters
Scout Lab has been appointed communications agency for TrustedHousesitters, tasked with consumer press, brand positioning, and media strategy to amplify its trust‑based travel model. Magrino secures the role of public‑relations agency of record for BSH’s North American operations, covering product...
Domino’s Redefines Celebrity Meals in Social-First Campaign
Domino’s is rolling out a social‑first campaign that showcases influencer‑crafted pizza combos ahead of March Madness, promoting its under‑$10 “Best Deal Ever.” The initiative pairs creators like Jesser, Trisha Paytas and Courtney Cook with college basketball players, and includes a partnership with...
AMV BBDO's Nadja Lossgott and Nick Hulley Prepare to Exit
AMV BBDO announced that longtime partners Nadja Lossgott and Nick Hulley will leave the agency at the end of April. Both have been instrumental in driving the firm’s integrated campaigns and client wins over the past decade. Their exit comes...
Guideline Launches Media Plan Management MCP Server, Enabling Agentic AI Workflows Across Media Planning & Buying
Guideline launched its Media Plan Management MCP Server, allowing agencies and advertisers to link any MCP‑compatible AI agent—such as Claude or ChatGPT—to its media planning platform. Built on the open Model Context Protocol, the server provides a plug‑and‑play, read‑only connection...
Men’s Wearhouse Grows Its Audience Through A Campaign Run Solely On Digital Audio
Men’s Wearhouse partnered with Ovative Group and The Trade Desk’s Kokai platform to run an audio‑only campaign across Spotify, iHeart, Acast and Pandora from March to June 2025. The campaign, aimed at younger “Stylish Steve” and older “Professional Paul” men,...
How Ford Is Accelerating Its Global Campaign Amid Return to Formula 1
Ford is re‑entering Formula 1 after more than two decades, partnering with Oracle Red Bull Racing and extending its global "Ready Set Ford" campaign. The automaker is abandoning traditional TV spots in favor of Apple TV’s sequential ad format, creating a micro‑docuseries that links F1...
WPP Faces Steep Path as New Strategy Draws on Familiar Playbook
Global advertising group WPP unveiled its Elevate28 plan, a strategic overhaul aimed at accelerating digital growth and cutting costs. The roadmap promises up to 15% revenue uplift by 2028, £500 million in annual savings, and a shift toward data‑driven creative services....
Making Creativity Your Commercial Advantage
Charli Wright argues that Middle East brands suffer from a disconnect between marketing creativity and commercial objectives, not a lack of ideas. Fragmented thinking leads to short‑term, visually impressive campaigns that miss regional buying triggers and fail to deliver sustainable...
‘Create Your Own Rom-Com Moment’: Fnp.ae Reveals Strategy Behind Valentine’s Campaign
Fnp.ae turned the crowded UAE Valentine’s market into a cultural moment with its “Create Your Own Rom‑Com Moment” campaign. The brand deployed a fully integrated media mix—DOOH billboards, premium digital screens, front‑page print, cultural publishers and live radio—to saturate commuter...
Personalisation without Paranoia
The marketing industry’s long‑standing belief that more data equals better personalization is being upended by AI and privacy regulation. In the Middle East, the Personal Data Protection Law forces companies to redesign systems around contextual, real‑time signals rather than persistent...
Publicis Groupe APAC Creates New Chief Communications Officer Role
Publicis Groupe APAC has created a new chief communications officer role and appointed Naomi Michael, effective 9 March 2026, to lead regional communications from Singapore. Michael arrives after senior stints at Omnicom Media and IPG Mediabrands, bringing more than two decades of...
Sephora Doubles Down on K-Beauty Hair Care
Sephora is deepening its K‑beauty hair‑care offering, now featuring 17 Korean brands after adding Dr. Groot and Unove. Dr. Groot will launch online on April 1 and in stores on May 15, while Unove debuted earlier with a seven‑SKU line priced $13‑$28. The retailer...
The Big Creator Breakout in 2026 | Behind the Numbers Special Edition
In this special edition of the eMarketer podcast, Principal Analyst Max Willins reveals that U.S. creator earnings are projected to hit $21 billion in 2026, nearly doubling since 2022 and outpacing traditional web‑publisher revenues. He explains how creators have moved from...
Sling & Stone Taps We Communications’ Nichole Provatas To Lead Australian Business
Sling & Stone has named Nichole Provatas, formerly of We Communications, as the inaugural Managing Director of its Australian operation. Provatas will steer the agency’s expansion across AI‑driven visibility, strategic insight, social, creative and content services. Her portfolio includes high‑profile...
Women Who Lead: Microsoft Advertising's Renee Stopps on Carving a Path in Tech
Microsoft Advertising’s Regional Sales Director for APAC, Renee Stopps, discussed her unconventional rise from account director to a newly created regional leadership role. She credited mentorship, continuous learning, and a willingness to take stretch assignments for building confidence and authenticity...
Ogilvy Health’s Plan To Inject Over-The-Counter Brands Into Culture
Ogilvy Health Australia has unveiled OTC Influence, a new service that shifts over‑the‑counter (OTC) brand marketing from pure efficacy messaging to culturally‑driven storytelling. The offering uses social‑media‑first tactics, health influencers, earned media and owned content to embed brands in current...
‘The Brand Has Got To Fit The Show’: As Sportscafe Expands To Aus, Ric Salizzo Explains Winning Partnerships
Sportscafe, the New Zealand‑originated YouTube‑first sports show, has launched an Australian version, extending its podcast and video footprint across Sydney and the broader market. Founder Ric Salizzo stresses that brand partnerships must improve the viewer experience rather than interrupt it, a philosophy...
Foxtel Recruits NBL’s Ted Helliar To Supercharge Its Fan Community
Foxtel Group has appointed former NBL executive Ted Helliar as Director of Engagement, Community and Fandom for its Kayo Sports and Fox Sports brands. In the role, Helliar will oversee all social and creator teams, aiming to deepen fan connections...
#ThisWeek on MarkLives MEDIA: Innovations Rewriting Media Rulebook • #NextWeek: WPP SA Media Incubator
This week MarkLives MEDIA highlighted six South African media leaders discussing the innovations that reshaped the industry in 2025, ranging from AI‑driven content creation to programmatic television buying. The upcoming issue will feature an exclusive interview with Merissa Himraj, WPP Media’s...
WPP Media Appoints Nancy Lan to Lead Mindshare Sydney Client Portfolio
WPP Media announced that Nancy Lan will lead Mindshare’s Sydney client portfolio, overseeing brands such as Unilever, IKEA, uBank and Blackmores. Lan arrives with more than two decades of leadership across Australia, Asia and Europe, including senior roles at Virgin...
Google Non-Skip Ad Concerns Bleeding Into YouTube
Google has launched its Video Reach Campaign (VRC) Non‑Skip ads globally, targeting connected‑TV screens, while YouTube mobile users are encountering persistent overlay ads that cannot be dismissed. The ads stay visible despite repeated taps on “Dismiss,” prompting Reddit complaints and...
Seeking First Marketing Hire to Build AI Demand Engine
Most companies hiring a "Head of Marketing" are looking for someone to run a system. My friends Randy Stocklin and Santiago Jaramillo are looking for something a little different. They are looking for the first marketing hire for Pragmatico ,...
Graza Olive Oil Enters New Category with Largest Paid Campaign to Date
Graza, the fifth‑largest U.S. olive‑oil brand, has unveiled its largest paid marketing effort, the “Seriously Serious” campaign, to launch a new line of olive‑oil mayonnaise. The campaign features absurdist TV and streaming spots, a $250,000 Grand‑Prize sponsorship of Bravo’s Top Chef,...
How Brooks Brothers Is Refreshing the Oldest Apparel Brand in the US
Brooks Brothers, the United States' oldest continuously operating apparel brand, launched the "Make It Yours" campaign to reposition itself for a new generation of shoppers. The initiative emphasizes individuality while honoring the label's heritage, showcasing classic items such as Oxford...
Turning Sentiment Into a Strategy
PR experts are urging a move from basic positive‑neutral‑negative sentiment tracking to an emotion‑focused strategy. Bianca Prade highlighted that emotions such as joy, anger, fear and trust better predict purchase intent, churn and crisis velocity. She introduced three critical metrics—velocity,...
WPP's Jon Cook on Designing the Company Around How a “Consumer Consumes a Brand”
WPP Creative chief executive Jon Cook announced that the agency will redesign its operating model around how consumers actually experience a brand. He emphasized that customers no longer view media and creative as separate entities, prompting a unified, consumer‑first approach....
On the Move: MOIA America Makes Gamo PR Chief
MOIA America, Volkswagen Group’s autonomous‑vehicle subsidiary, appointed Marcus Gamo as head of U.S. communications, tasking him with building a new communications team as the firm prepares its Buzz ride‑pooling service and Mobileye‑powered self‑driving system for launch with Uber. Continental Strategy...
WPP Media Hires Global Client President From Publicis
WPP Media announced the appointment of a former Publicis global client president, who will begin her role on 17 March. The executive brings extensive experience managing multinational advertising accounts and overseeing integrated media strategies. Her arrival bolsters WPP's leadership team...
Vodafone Egypt Brings Loved Ones Closer Despite Hectic Schedules During Ramadan
Vodafone Egypt launched a culturally focused Ramadan campaign to counteract the growing fragmentation of family time caused by hectic work schedules and digital overload. The 360‑degree rollout combined TV, digital, OOH, radio, influencer collaborations and a new Bluetooth‑based "Nearby" feature...
EXCLUSIVE: Vanessa Kirby Is Lancôme’s New Global Ambassador
British actress Vanessa Kirby has been appointed Lancôme’s new global ambassador. The partnership underscores the brand’s emphasis on “sophisticated vulnerability” and everyday natural beauty, resonating with Kirby’s personal history and recent transition to motherhood. She will headline upcoming campaigns for...