#creative-strategy

#creative-strategy

Mostly, he has been met with some rather bland and uninspiring suggestions - but these have been pretty useful in helping to eliminate clichéd routes. "I thought it was a really obvious way to use it," he tells us. "But I was surprised that people thought it was non-obvious, that they hadn't thought of it that way. It was a really simple flip for me - don't expect it to be giving you all the answers yet."

Whether you're a longtime fan or you couldn't care less, it's hard to deny how much skill - and blood - goes into professional wrestling. Though plot lines are scripted ahead of time and the impacts are staged, the physicality is very real. At its highest level, pro wrestling is basically a decades-long soap opera acted out by highly-trained stuntmen, with improvisational elements in which the audience's reaction and real-life injuries can upend the plot in a moment's notice.

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.