Jack Benjamin

1 week ago | uk.themedialeader.com | Jack Benjamin

YouTube is launching a tool to help brands more easily identify, connect with and partner creators. Open Call will allow brands to place an open request to creators for sponsored content. The request can also be narrowed to a select group of creators based on the brand’s target audience. Interested creators can proactively answer the brief by developing sponsored content for the brand, which can then review and approve or decline.

1 week ago | uk.themedialeader.com | Jack Benjamin

Brands are navigating choppy waters this year amid macoreconomic uncertainty, meaning media strategies are having to remain nimble and adaptable. One brand that has an especially interesting challenge is Hasbro. The toy company owns a huge swathe of major brands and intellectual property — much of it primarily consumed by children — and managing the portfolio and different media tactics needed across those brands presents unique obstacles and considerations.

1 week ago | uk.themedialeader.com | Jack Benjamin

Interpublic investment arm Magna has revised its 2025 Global Ad Forecast downwards, joining WPP Media in signalling a worse-than-anticipated slowdown in the global ad market this year amid macroeconomic uncertainty. Magna now expects global ad revenue to grow 4.9% to reach $979bn this year, after previously forecasting 6.1% growth to $990bn. It similarly downgraded the UK’s forecast growth to 6% from 8.4%, citing “economic uncertainty and softer advertiser sentiment”.

1 week ago | ipgmediabrands.com | Jack Benjamin

Interpublic investment arm Magna has revised its 2025 Global Ad Forecast downwards, joining WPP Media in signalling a worse-than-anticipated slowdown in the global ad market this year amid macroeconomic uncertainty. Magna now expects global ad revenue to grow 4.9% to reach $979bn this year, after previously forecasting 6.1% growth to $990bn. It similarly downgraded the UK’s forecast growth to 6% from 8.4%, citing “economic uncertainty and softer advertiser sentiment”.

2 weeks ago | uk.themedialeader.com | Jack Benjamin

Stagwell has launched a private marketplace (PMP) in support of its Future of News initiative. Called Stagwell News Network, it aims to give clients unique access to publishers. The PMP has eight publisher launch partners: the Associated Press, Newsweek, Nexstar, National Public Media, RealClearPolitics, Ozone (itself comprising premium UK publishers), The Washington Post and Time.