Let’s start with the basics. Martech, an abbreviation of marketing technology, refers to all the software, platforms, and tools that brands and agencies use to streamline, automate, and analyze the marketing they conduct. Stack procurement is the process of finding and implementing that collection of tools and technologies to aid and deliver on a brand’s needs and goals. 

International marketing leader, Incubeta, today announced the expansion of its creative leadership team with the appointment of award-winning digital marketing professional, Cory Hudson as Senior Vice President (SVP) of Creative. In his new role, Hudson will be responsible for expanding Incubeta’s creative capabilities in the US by leveraging innovative technology platforms and AI to provide better efficiencies and performance outcomes for client campaigns. Hudson will elevate Incubeta’s strategic and creative consultation capabilities while furthering the agency’s excellence in branding, production, and paid media. 

With ChatGPT becoming a major topic of conversation, it’s sparking many existential questions on the role of AI in advertising (and no, AI didn’t write this article — we’re not out to trick you). The focus of the debate seems to come back to the creative realm, however: if we look at content creation and copywriting as an art form, is it ethical to leverage AI to spearhead creative output?

We’re delighted to announce that full-service analytics consultants Blue Walrus have joined the Incubeta family alongside our previous acquisitions, Groundswell, Maze-One,  Panalysis, Extendo and Bruce Clay MENA. The acquisition of Blue Walrus will allow our US market to grow their data and analytics proposition, while onboarding Blue Walrus’s extensive list of clients. Including brands such as: Skechers, Boston Scientific, Netspend and Dexcare.

There have been some differing opinions on whether or not we’re in a recession. And while certain economic indicators can be read differently to that effect, many brands and advertisers are approaching 2023 with a sense of caution around the global economic outlook regardless.

Millennials, which we can roughly define as those born roughly between 1981 and 1995, are a unique generation as an audience for marketers. Raised in an era of exponential technological shifts, the majority of Millennials grew up with limited or nascent internet access, and became a large consumer base at the onset of the eCommerce and social media booms of the early and mid 2000s, respectively.