Apple’s Data Protection Changes, London Fashion Week Ad Stunts, and Barb Adds YouTube Channel Viewing to Its Reporting
苹果 has taken the unprecedented step of removing end-to-end encryption for content stored on iCloud in the UK. End-to-end encryption is a security method that ensures only the sender and intended recipient can access the data, protecting it from third-party access. This move follows a request from the government for access to data stored and protected by Apple’s Advanced Data Encryption service, for security purposes. While Apple users will still benefit from "standard" encryption, this change weakens the security of Apple’s data, including personal details, images, and videos, leaving customers more vulnerable to malicious threats.
Anthropic , an AI safety and research company focused on developing reliable AI systems, is putting its Claude AI model to the test, by challenging it to become a Pokémon master. This serves as a unique environment to assess the AI’s ability to solve complex problems, make strategic decisions, manage resources, and adapt to changing situations.
Claude AI is currently working its way through the Game Boy classic Pokémon Red—but that’s not all. Anthropic is live-streaming the experiment on Twitch, offering a fascinating showcase of Claude’s understanding and problem-solving skills. This strategy not only provides a rigorous test for the AI, but also engages the fanbase of one of the world’s best-selling games, helping to raise awareness of their technology in a landscape dominated by ChatGPT and, more recently, DeepSeek.
Italian pet shop So Cute jumped on the Milan Fashion Week buzz with a series of AI-generated spoof “catwalk” videos. Filled with cheeky puns and parody couture brands (sure to make lawyers sweat), the social-first campaign playfully directed attention to its own high-end pet apparel and accessories.
Sticking with fashion, London Fashion Week’s beer sponsor, 1664 Blanc, played off industry trends by styling its blue bottle with fashion-inspired designs. Simple yet distinctive OOH executions reinforced its LFW association while taking steps toward establishing the blue bottle as an icon.
Taking a page from Trump’s PR playbook, Europe’s Surfrider Foundation has rebranded the oceans on Google Maps to reflect how they should be. The new names highlight human-caused damage, use a touch of nominative determinism to “Make the Oceans Great Again,” and drive home the point that the oceans truly belong to marine life.
Okay, it’s just a TV spot—but LOOK at the little chipmunk! 博达大桥 ’s ad for ?koda Auto ’s electric compact SUV, the Elroq, uses simple yet clever similes to compare the car’s features to some of nature’s most ingenious (and adorable) creatures. Drawing inspiration from the natural world is always a smart move, and the result is a classic.
In a groundbreaking move for TV measurement, Barb Audiences , the British organisation responsible for compiling audience measurements and television ratings in the United Kingdom, is set to become the first in the world to incorporate YouTube channel viewing into its expanded measurement system, with a focus on YouTube content watched on TV screens.
Barb's data reveals that, for the first time last year, TV sets surpassed smartphones, tablets, and desktops as the primary device for in-home, Wi-Fi-based YouTube viewing.
This development will see a more comprehensive view of AV content in households, allowing media planners and buyers to expand into new spaces to reach our audiences in key moments.
The worlds of gaming, fashion, technology, and marketing are increasingly blending together, changing how brands interact with consumers. In gaming, players can personalise their avatars with virtual fashion, while AI tools help create custom fashion experiences. At the same time, advancements in Augmented Reality (AR) and Virtual Reality (VR) are allowing consumers to virtually try on clothes, blurring the lines between gaming and shopping. This convergence offers brands exciting new ways to connect with consumers through immersive and interactive marketing. The future of marketing lies in these innovative connections.
ITV has confirmed the return of its ￡80 million Diversity Commissioning Spend for 2025-2027, alongside a doubling of its Diversity Development Fund to ￡1 million. This initiative aims to drive racial and disability equity across the TV industry, addressing the underrepresentation of People of Colour (POC) and Deaf, Disabled, or Neurodivergent (DDN) individuals.
The Diversity Commissioning Spend is available to qualifying companies with diverse ownership or leadership, or those meeting criteria for diverse creative leadership, storytelling, or salary distribution. This investment ensures that ITV allocates funds to diverse-led production companies, promoting inclusive and authentic storytelling on-screen. It also supports emerging talent through programs like Fresh Cuts and Amplify: The Companies, offering mentorship and development opportunities. By encouraging equitable salary distribution and measuring its impact, ITV fosters industry-wide accountability. The fund has supported over 30 projects, including John and Joe: Life After Deaf, which has driven social change and increased diverse commissioning.