#creative-strategy

#creative-strategy

Artificial intelligence is no longer a novelty for agencies; it's becoming a daily partner in how work gets done at many firms. One big differentiator lies in an agency's approach to AI adoption-smart leaders understand that with new powers come new responsibilities. Successful AI-adoption strategies rely not only on advanced tools, but also on clear guardrails that keep creativity, accuracy and client trust at the center of every use case.

"Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters.

Australia's digital scene is buzzing, and some of the country's most talented agencies are leading the way. The Netty Awards are once again shining a light on these standouts, celebrating the creativity, strategy, and results that help brands capture attention and make a lasting impact online. From scroll-stopping social campaigns to clever digital strategies that drive real results, these agencies show that great work is as much about genuine connection as it is about clicks and follows.

Black professionals represent 7% of the marketing and advertising workforce and 5% in leadership roles, highlighting a significant disparity despite making up nearly 14% of the U.S. population.

Creative excellence is a critical lever for brand success, blending art, design, and strategy to redefine brands in a competitive landscape.

CTV ad creatives can be expanded beyond those deployed in traditional TV advertising to deliver more relevant messages for viewers and deepen engagement.

If your marketing campaigns are stuck, it could be due to missing the right audience, compelling creative, or an irresistible offer.

We're building the future of digital, and it's incredibly personal. The most powerful experiences aren't just functional—they're designed with care for the person on the other side of the screen.