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Australian Mainstream Audiences Have Shifted. Brand Strategy Hasn't
Over 51% of Australia is multicultural. Yet only 10% say brands reach them effectively. That's a A$100B revenue gap.
Leighton Cosseboom
Founder of Mission Media. A marketing entrepreneur and veteran operator in Southeast Asia, leading corporate comms at Dunkin' Indonesia and PR & IR at DailyCo. Ex-CMO at ACV Capital, founder of C2 Media, and former Tech in Asia senior editor.
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YouTube's Creator API Solves Data Problem, Not Commerce Problem
YouTube's Creator API opens performance data to marketers, but e-commerce attribution remains a critical gap. CMOs must rethink strategy.
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PayPal Taps Former Facebook CMO for Marketing Overhaul
PayPal appoints Antonio Lucio as CMO to unify communications across a major 3-unit restructure. A look at how leadership strategy shapes brand coherence in fintech transformation.
creator economy
Baller League Bets on the Sport Itself, Not the Star Power, as the Route to Real Fans
Most creator-led sports leagues are media companies in disguise. Baller League is doing something harder—building a model that treats the sport itself as the commercial asset. CEO Felix Starck tracks 'fan conversion,' not follower count.
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Why the PocketOS Database Deletion Wasn't a Model Failure
Claude AI agent deleted PocketOS data, but the real issue wasn't the AI—it was unrestricted system access and failed architecture decisions.
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Kellanova's 17-Month Indie Experiment Ends: Mars' Publicis Consolidation Reaches ANZ
Kellanova ends 17-month run with indie agency Bastion as Mars consolidates global media mandate with Publicis. The ANZ account moves back to Zenith Melbourne, marking a structural consolidation rather than performance issue.
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Why Digital OOH Is Attracting Billions in Private Equity Capital
Private equity bid for oOh!media shakes Australian media stocks. Discover how sector M&A reshapes advertising and investor portfolios.
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eFishery Verdict Puts Indonesia's Startup Story on Trial
Gibran Huzaifah's nine-year sentence turns eFishery from Indonesian unicorn into a warning on startup governance, investor scrutiny and trust.
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Why Australian Publishers Are Abandoning Platform Dependencies
Australian publishers abandon platform dependency as Meta cuts deals and AI erodes traffic. Direct subscriptions now replace platform-driven revenue.
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Why Brands Built for Trust Become Targets for Slopaganda
LEGO was hijacked by Iranian propaganda videos. Brand leaders now face a new crisis: brand appropriation—when external actors exploit your visual identity.
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Salesforce Bets on AI Agents Over System Replacement for Asia's Enterprises
Salesforce's Agentforce Operations automates back-office workflows without system replacement—critical for Asian enterprises with legacy tech stacks.
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Anthropic Embeds Claude Into Adobe Creative Cloud and Blender
Anthropic embeds Claude into Adobe Creative Cloud, Blender, and other tools, signaling a shift from chatbots to embedded AI agents.