?? The Creativ Brief: Advertising Week Recap & Critical Mass

Critical mass is the point at which enough things come together for an event to occur.?

In atomics, atoms continue to mass together, repeatedly, with increasing force, to cause an explosion.?

In personal life, people and chance accumulate to create an altering moment.?

In business, the coals one has collected, stoked, and tended ignite into a fire.?

Gathering our leadership team at Advertising Week, the largest collection of advertising and marketing professionals in the United States, felt like a catch fire moment.?

This week was a series of giant leaps for our firm.?

We launched a new website and brand which officially joins our firm with data science company talkAItive, under the banner Creativ Insights.?

We had hard conversations with clients which I feel led to a breakthrough and renewed sense of trust.?

We organized a stellar series of programming throughout the week, including a panel on new realities of the Triple Screen, the future of sports partnerships with Formula One, Salesforce, and NHRL, and our first company party which gathered our biggest supporters in one place.?

We launched our first MVP of our machine intelligence reporting tool and demoed it to a series of interested professionals.?

We met with several potential new clients, new colleagues, and new partners.?

But most of all, we gathered a fantastic group of human beings on a shared mission to reinvent and reimagine what marketing can look like.?

Our team is what I'm most proud of this week. I can't wait for what's next.?

3 Stories Dominating Media and Tech Headlines

Microsoft will allow Android users to buy and play Xbox games directly through its app starting in November, following a court ruling against Google’s control over its Play Store. The court decision stems from a lawsuit won by Epic Games, pushing Google to offer alternatives to its app store, and enabling Microsoft to avoid Google’s in-app purchase fees.

Why it matters: This shift could have major implications for the mobile gaming industry, promoting more competition and loosening tech giants' hold on digital distribution platforms.

Amazon will begin offering Apple TV+ as a channel on Prime Video for $9.99 per month, starting later this month in the U.S.

This move allows Apple TV+ to join other streaming services like HBO Max and Paramount+ on Prime Video, making it easier for users to access Apple's content alongside other popular platforms.

Why it matters: This collaboration highlights the growing trend of streaming platforms consolidating their content under larger distribution hubs to increase visibility and retain subscribers amidst rising competition and high churn rates.

Microsoft has announced new AI and data tools for the healthcare sector, including medical imaging models, AI agents, and automated documentation solutions for nurses. These tools aim to reduce administrative burdens on medical staff, with features like an AI-powered nurse documentation assistant and a collection of open-source AI models that can analyze medical images and clinical data.

Why it matters: In a broader context, this push underscores how tech giants like Microsoft are advancing AI-driven solutions to reshape healthcare by enhancing efficiency, reducing burnout, and accelerating the integration of AI in critical medical processes.

Creativ Spotlight - NHRL’s CEO, Kelly Biderman, takes stage with Formula 1 and Salesforce

Kelly Biderman took the stage for a panel moderated by Emily Selleck of Motorsport Network , alongside panelists Tom Trinick , Global Lead Digital Advertising & Content Partnerships at Formula 1 , and Chris Carman , Director of Sports Marketing Partnerships at Salesforce .?

Creativ Spotlight - Steve Forton, Director of Social Media Strategy at MOCEAN, speaks on the Triple Screen

Steve Forton, Director of Social Media Strategy at MOCEAN, took the stage at Advertising Week to discuss how Gen Z consumes media across multiple platforms at once, with gaming becoming a key social space.?

One Fun Thing - Advertising Week Creativ Insights Launch Party

We hosted our first big party!! The CS team threw our first happy hour on Tuesday of Advertising Week, gathering executives, creatives, and industry leaders from around the world to kick it, talk shop, and discuss advertising week!