The Current

In a recent op-ed, Ogilvy's Mack Leahy shares that brands "underestimate the sheer power of the female consumer, leaving untold potential untapped." Leahy breaks down three key areas for brands to reach women authentically and effectively to generate measurable results: https://bit.ly/4hxchqD #marketing #brandmarketing #digitalmarketing

At nearly $600 billion and growing, the global beauty and personal care sector is a lucrative industry for marketers. But maintaining that growth requires brands to know where to reach new audiences. Increasingly, that place is the open internet. According to new findings from a consumer study, 73% of people surveyed say they agree open internet ads help them feel confident in their personal care and beauty choices. #digitaladvertising #advertising #marketing

In this edition of The Current, our reporter Travis Clark attended the inaugural Marketecture Media Live conference, where the biggest theme (aside from "no boring panels") was how AI is changing everything we know about advertising. Also in this edition: British broadcasters are battling for ad budgets and BVOD is getting a boost Down Under. #adtech #marketecturelive #advertising

“I think there’s still more gains to be had in fields like engineering and computer science — the things that are very critical if we want to truly unlock things like artificial intelligence.” Genentech VP and CMO Erica Taylor, Ph.D. joins The Current Podcast to share her unique journey from immunology to biotech marketing and the evolving role of biotech brands in mainstream media. She also reflects on her experience as a woman in STEM, the importance of mentorship and how leaders can create more inclusive spaces for the next generation of marketers and scientists. Listen: https://bit.ly/4hjW5J2 #marketing #biotech #brandmarketing

It's getting increasingly difficult to predict the future of ad tech as technology, identity solutions and regulation coverage and upend the status quo. Fittingly, "Thriving in Chaos" was the theme of this year's inaugural Marketecture Media Live conference — along with a commitment to "no boring panels." We put together three intriguing observations from the event on how AI could shake up advertising, from brand reputation to attention metrics. #adtech #AI #MarketectureLive

In 2024, some of the industry felt they could stop worrying about third-party cookies and let their identity strategies take a backseat. According to The Trade Desk's Jaime Nash, "this approach would miss an opportunity to seize the moment." In her recent op-ed, Nash breaks down why now is the time for brands to "pioneer new approaches to identity that can help drive precision and value in campaigns, while respecting consumer privacy": https://bit.ly/3FFPs6R #firstpartydata #advertising #retaildata?

"The best way to understand a local market and all its nuance is by being there. No matter how thorough your desk research is, sometimes even the best internet resources can't capture the full picture." In a recent op-ed, Croud U.S. Managing Director Kris Tait discusses how to think globally and act locally and shares steps that can help brands avoid making a cultural faux pas. #brandmarketing #marketing #localization

What happens when AI becomes so affordable and efficient that it can run on every ad impression? Last week, advertisers got a glimpse of an AI-powered future as Scope3 unveiled two new products aimed at solving "some of the real problems with how ad tech works structurally," according to Co-founder and COO Anne Coghlan: an Agentic Media Platform and an AI-powered Brand Standards product. #AI #advertising #adtech

The rise of on-demand streaming and social media has fragmented TV audiences and led many to declare the end of "appointment viewing" but broadcast video on demand (BVOD) is proving that big cultural TV moments are far from over. This was a key theme at last week's inaugural Future Media Forum in Sydney, which brought together brand marketers, agencies, and publishers and tech professionals. #streaming #socialmedia #marketing

“Boring doesn’t mean old or stuck in our ways. We’re redefining boring as steady, reliable and trustworthy — the qualities customers count on most. So that you can live the brilliant life you want,”?says PNC Bank CMO Jenn Garbach. Garbach joined us at SXSW as part of International Women’s Day and Women’s History Month. Hear her unpack the success of the bank’s Brilliantly Boring campaign and reflections on her experiences as a woman in marketing, navigating imposter syndrome and learning to balance professional growth with family life. Listen: https://bit.ly/4bVPuTW #marketing #WomensHistoryMonth #brandmarketing