As AI continues to transform marketing, UM APAC’s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands. “AI is not going to take your job. The person who uses AI is going to take your job
Category: Thought Leadership
Para la IA resulta difícil retroceder en el aprendizaje o dejar de mutar. Esto se torna problemático porque si tú no logras establecer una diferencia en el presente, esto perjudicará a tu marca en el día de mañana, escribe Dan Chapman Global Chief Strategy Officer de UM en la columna que compartimos a continuación. El
Hablamos de como las marcas pueden diferenciarse en la era de la IA. Es sorprendente ver cómo cada vez más los productos se parecen entre sí y como las campañas se confunden. Muchos de los comerciales en televisión, muchas de las cuñas de radio hoy parecen fotocopias. En una esquina está la imagen de un
This week on Floor 9, the Lab’s managing director Adam Simon welcomes two senior UM executives, Dan Chapman, Global Chief Strategy Officer, and Andy Littlewood, Global Chief Product Officer, to Floor 9 for an insightful discussion on the impact of the over-reliance on AI within the media landscape, how agencies can work with clients to
AI finds it hard to unlearn something, or to un-mutate. This is problematic, because if you’re not finding difference today, it will harm your brand tomorrow, writes UM’s Dan Chapman. The corporate world has become obsessed with AI – and with good reason. Companies that talk up their AI capabilities tend to perform better on
In APAC, there has never been access to so much engaging and varied content—from global blockbusters and hyperlocal dramas to breakout hits that find a universal audience. Consumers are constantly looking to be entertained, and they are consuming more content than ever before. Insider Intelligence has projected that across APAC, there will be a total
Clients seem to change agencies with alarming regularity, but, says UM’s Kara Osborne, there are ways for agencies to foster longer-lasting relationships that work to the benefit of both parties. Despite the prevailing trend of client churn, some agency-client relationships have demonstrated remarkable longevity. The partnership between AMV and Sainsbury’s lasted 40 years, and even
Anathea Ruys is a seasoned CEO with over 25 years of leadership experience spanning Australia, New Zealand, the USA, and the Asia Pacific. As the CEO of UM Australia, her career is marked by a strong commitment to bridging the gap between brands and consumers to foster substantial business growth. Committed to inclusivity, she actively supports
Digitization and technology advancements are breathing new life into OOH media and the future has never looked more promising, writes UM APAC’s Ben Tuff. As memories of the pandemic recede from its perigee, the articles that declared the death of out-of-home (OOH) media appear ever less relevant and more shortsighted than when they first appeared.
It’s human nature to seek out the best prices. The days when consumers felt embarrassed about bargain hunting are long gone. Now, thriftiness – no matter how much money we might have – is a badge of honour and a key driver of advocacy. These attitudes and behaviours have been normalised, no doubt, by the rise of price
