This week in the world of advertising, agencies are expanding their creative capabilities, launching new divisions, and securing major client wins, all while continuing to evolve with cutting-edge technologies.
AICP
AICP has expanded its Demographic Reporting Initiative, which now includes more inclusive gender identity categories and veteran status reporting. The initiative, originally launched in 2021, allows production companies to provide agencies and advertisers with detailed demographic insights into their crews. The updated reporting reflects growing demand from marketers and agencies for diversity data, ensuring a more comprehensive approach to representation in commercial production.
AMS
Active Media Services has repositioned its businesses and rebranded as AMS, marking a new chapter for the independent media solutions company. As part of its 40th-anniversary celebration, AMS now encompasses three primary brands: Active International, Involved Media, and XACTV Network. This reorganization aims to better align the company’s offerings with the evolving media landscape and drive sustainable growth for its clients worldwide.
Clarity
Clarity, a global digital marketing and communication agency, has launched its dedicated Intelligence Unit, which equips B2B CMOs and marketing leaders with actionable, data-driven strategies to turn uncertainty into opportunity.
Fuse Create
Fuse Create announced the addition of five new clients to its roster, including Gay Lea Foods, Fujifilm, Metro Toronto Convention Centre, Grenade, and Chartwell. The agency will lead creative and strategic initiatives across a range of industries, from food co-operatives to sports nutrition and retirement living. The agency’s ability to craft tailored, head-turning campaigns continues to attract a diverse set of clients, fueling its growth in the creative and media space.
Goldman Communications
Goldman Communications has launched Goldcomm, a specialized PR and marketing division focused on financial services. The new venture bridges traditional journalism with modern AI-driven communications strategies, aiming to provide mid-to-large-scale enterprises with content development, brand management, and crisis communications support. With a hybrid approach to public relations, Goldcomm seeks to enhance corporate storytelling within the financial industry.
Mercer Labs
Mercer Labs has launched the “Feel Something New” campaign to promote its innovative Museum of Art and Technology in downtown Manhattan. The 36,000-square-foot exhibition space features 15 interactive, multisensory experiences, including LED mirrored infinity rooms, 4D sound-listening spaces, and 8K projections. The campaign highlights Mercer Labs’ unique position as a leader in blending art and technology, emphasizing discovery and immersive experiences for visitors.
New Thing Co.
Benjamin Capital Partners has acquired New Thing Co., an Austin-based company creating customer experiences on behalf of brand marketers, featuring its proprietary augmented reality rewards tool and technology. This tool will be integrated into the fast-growing Benjamin app that allows consumers to generate cash rewards—called Benjamin Money Moments. As a key element of the acquisition, New Thing co-founders Aubrey Johnson, CEO, and Jason Bender, CTO, will assume leadership roles in product development and engineering as evp product strategy and evp technology, respectively.
