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Mod Op, a digital marketing agency, launches AI Playground, a secure environment in which agency employees can explore emerging AI technologies. After those technologies are evaluated, they are rated and what the agency has learned about them is shared, allowing marketers to use the findings to inform their evaluations. The agency has vetted over 200 applications using AI and GPTs to scrape and pull compliance and privacy information, allowing it to focus on applications that were compliant and ethically sourced. Tools in the Mod Op AI Playground undergo a multi-faceted evaluation using a strict framework that takes into account performance, compliance with ethical and legal standards, and demonstrated return on investment. Mod Op has also formed an AI Council in an effort to ensure that its AI adoption is both strategic and responsible.
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Freeman, a Dallas-based events producer, acquires Tag Digital, a digital marketing agency that works with event organizers in EMEA, APAC and North America. Tag’s services will be combined with those of mdg, an agency that is part of Freeman. Tag’s expertise and investments in AI technology will bolster mdg’s digital offerings, with the goal of making those offerings more efficient, cost-effective, and impactful for its international client base. "Tag’s innovative digital marketing expertise is the perfect complement to mdg’s strategy and integrated marketing offerings, enhancing our ability to deliver impactful strategies and expand into key global markets like EMEA and APAC," said mdg president Kimberly Hardcastle.
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The PRSA Western District Conference, which was held at the Sheraton Universal in Los Angeles, discussed the importance of authentic storytelling, the growing influence of emerging technologies, and the role of Gen Z in shaping the future of communications. In his keynote address at the conference, Ray Day, vice chair at Stagwell and executive chair at Allison Worldwide, stressed the urgent need for public relations professionals to help rebuild trust with their audiences. He pointed out that 57 percent of U.S. adults view misinformation and "fake news" as major challenges facing the news media, while 44 percent cite sensationalism and bias as key concerns. He also noted a significant credibility gap in the corporate world, with 68 percent of Americans believing companies use social stances as marketing tactics rather than genuine commitments. “Discussions were insightful and forward-thinking,” said conference co-chair Marisol Barrios Perez, PRSA Los Angeles Chapter president. “We had packed rooms with high-energy networking happening every single day.”
Golin launches Lighthouse 360, a service helping companies handle the human side of AI adoption... PR Boutiques International adds five new members... 24 Seven, a marketing, creative and digital talent solutions firm, acquires New York-based marketing consulting firm Markacy.
The Public Relations Global Network adds Rooster, a London-based agency, as its newest member for the United Kingdom... Spectrum Science launches Mo (short for Momentum), an AI-powered platform... Kinetic Marketing Communications, a women-owned marketing communications agency and on-demand marketing talent firm, launches its Strategic Marketing AI Framework.
Ruder Finn launches rf.StoryLab, a creative incubator that merges generative AI tools with human-powered creative vision... Do It On, a Lisbon-based marketing and communication agency, joins INT. Agencies, an international collective of independent full-service agencies with a presence across five continents... The Public Relations Society of America releases “AI Prompting 101: A ‘Start Here’ Guide for Professional Communicators,” a resource offering practical, structured guidance to help communications pros integrate generative AI tools into their daily work.
PKPR, a New York-based boutique shop, launches a book publicity division focused on nonfiction authors... Palantir Technologies and Stagwell form a partnership to create an AI-driven platform for marketers... The Conference Board is presenting a Nov. 18-19 event at the Brooklyn Marriott that will look at the priorities, challenges and opportunities facing AI decision-makers today.
Gregory FCA is marking its 35th anniversary with a comprehensive rebrand... Madden Media, a Tucson-based agency, teams with Denver-based Karsh Hagan... Jasper, an AI content automation platform, launches Jasper Grid, an interface that allows marketing teams to create and orchestrate content across a range of channels, audiences and regions.
