[Marketing Week] Bob Koigi: From Spectators to storytellers: Tech turns audiences into engaged creators

In an age defined by immersive innovation, the line between content consumers and content creators is blurring fast. Technologies like Extended Reality (XR),an umbrella term that includes Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), are reshaping how audiences engage with digital media.

No longer limited to passive watching, viewers are stepping into virtual worlds, shaping narratives, and becoming active participants in storytelling. The implications of this shift are profound, driving deeper user interaction, fostering stronger brand loyalty, and unlocking new monetization opportunities.

TikTok's gifting culture is evolving with the help of live production powerhouse Vizrt and Dubai-based digital storytelling hub blinx. In a disruptive breakthrough for live streaming, Vizrt and blinx bring extended reality graphics to TikTok Live in an industry first. This innovative livestream, hosted by various media personalities and regional influencers, gives audiences more than just a passive viewing experience – it hands them the reins.

Users send billions worth of gifts to creators every year, but the mechanics of monetization have stayed relatively static. This partnership offers a glimpse of what's possible when technology turns viewers into participants.

Campaigns of the week

INEOS Grenadier has launched a new campaign to challenge the increasingly sanitised category norms of SUV’s and 4x4s. Created by Wonderhood Studios, “Us vs Them” is fronted by a provocative OOH billboard outside a large Jaguar Land Rover dealership in London.

Minute Maid is stepping into the ring with WWE in 2025 to officially launch its new “Bring the Juice” brand platform as WWE’s Official Juice Partner.

For more than 30 years, WWE has transformed Monday nights from mundane to must-watch with Monday Night Raw. WWE’s weekly flagship program, which has redefined sports entertainment, is entering a new era with Netflix.

In a bold move to address a silent workplace injustice, UAE-based women’s platform ItsHerWay has launched. The Leave of Absence the first corporate pledge in the region calling on companies to introduce formal bereavement leave for employees who have experienced a miscarriage.

Agencies and accounts

Havas Media is now in charge of the media budget for Dr. Theiss Naturwaren, a family-owned pharmaceutical company based in Saarland, Germany. Following a comprehensive market review, Dr. Theiss selected Havas Media as its new media partner.

CarMax, the retailer of used cars, has appointed 72andSunny Los Angeles its creative agency of record following a competitive pitch process. The partnership marks a new chapter for CarMax as it looks to evolve its brand storytelling and reinforce its position as the most customer-centric car-buying and selling experience in the industry.

Sendcloud, Europe's shipping platform, has appointed Monks as its agency partner for Europe. In addition to building its brand strategy with Monks, the digital marketing partner will create the platform's brand campaigns. The collaboration spans the European region, with the initial focus on the Netherlands, Belgium and France.

Partnerships and acquistions

WPP has announced the acquisition of InfoSum, the global data collaboration platform. InfoSum will join GroupM, WPP’s media investment group, to power the creation of a new generation of AI-enhanced marketing solutions for clients, delivered through the industry’s most powerful and secure data infrastructure.

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future and Spectrum Reach, the advertising sales business of Charter Communications, have announced a new partnership that will bring increased demand and efficient buying to Spectrum Reach’s advertising inventory while strengthening PubMatic’s curated packages with local news and live sports offered through its Connected TV (CTV) Marketplace.

LG2 Group has announced the acquisition of the agencies Dialekta and Varibase, expanding its performance, media and relationship marketing offering. A player in digital marketing and media for the past 15 years, Montreal-based Dialekta expanded its own offering last fall by acquiring Varibase, a pioneer in data marketing and loyalty founded in 2001.

Appointments

Interpublic Group has announced the appointment of Yaniv Sarig as Global Head of AI Commerce, reinforcing the company’s commitment to advancing systematic commerce solutions for global brands.

VML, a global brand creative and digital transformation company, has announced the promotion of Jeff Geheb to Chief Executive Officer of VML Enterprise Solutions. VML Enterprise Solutions is VML’s rapidly expanding $1.5 billion technology and transformation division.

Other major news of the week

Heineken has created a prototype phone case that helps with a very modern problem: everyone being at the bar scrolling through their social media rather than talking to each other. ‘The Flipper’ quite literally flips your phone face down when it senses people are out having a good time through clever voice detection technology.

Integral Ad Science, IAS, a global media measurement and optimization platform, has announced the expansion of its partnership with Reddit, a community platform powered by conversation and authentic human connection.

Dentsu has become the first global marketing and advertising holding company to sign the EU AI Pact, a voluntary initiative led by the European Commission to promote responsible AI practices ahead of the EU AI Act’s full implementation.

Bob Koigi is the editor-in-chief of Marketing Report.One

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