Paramount is looking to make measurement moves ahead of the TV upfront. Top line Today, Paramount announced it's partnering with Mastercard and EDO for an enhanced measurement suite across all base media buys in linear and digital. Between the lines According to the company, the offerings broaden its attribution suite, delivering outcome-based metrics...

NBCUniversal doesn't want any surprises heading into this year's upfront week. Last year's NBCU upfront event from Radio City Music Hall had to overcome several unexpected hurdles. In addition to Hollywood strikes keeping entertainment talent on the sidelines, NBCU's former ad sales chief Linda Yaccarino exited the company for Twitter/X days before...

Audiences and sponsorship for women's sports grow in spite of a scattered broadcast landscape, not because of it. Sports Innovation Lab's Women's Sports Club NewFront gave marketers and ad agencies a clearer picture of women's sports offerings during its event at New York's NeueHouse Madison Square. Joining its audience credit and debit purchase data...

TikTok wants to lock in premium budgets and compete for TV dollars with new programming and measurement offerings. The social giant, which is announcing the initiatives today at its NewFronts presentation in New York, is expanding its slate of programming within its TikTok Pulse product, which lets brands target the top 4% of trending videos...

Unilever's Lynx brand (named Axe in the U.S.) is known for its absurd and sometimes controversial ads. Its latest campaign from agency LOLA MullenLowe embraces that history with some particularly dark humor. Cannes Lions-winning directors Koen Mortier and Joe Vanhoutteghem (who work under the shared name Lionel Goldstein) created a pair of two-minute...

Alex Little and Karsten Jurkschat climbed to the top of the creative world fairly quickly. The duo, originally from Melbourne, Australia, won the Australian Young Creatives of the Year, Cannes Young Creatives of the Year and the first Gold Lions for Ogilvy Australia within the same 18-month period. The two then created iconic campaigns for...