Bose vs Sennheiser

Bose Media Head: Attention Is Proxy, Not Result

Kelly McArdle, Global Head of Media at Bose, argues that attention metrics are a proxy for, not a measure of, business outcomes. She criticizes ROAS for rewarding channels closest to conversion while ignoring demand creation. Her approach includes evaluating reach, attention, memory, incrementality, and contribution together. She defends long-term brand investment against short-term performance pressure, referencing Ehrenberg-Bass Institute and 'The Long and the Short of It'. McArdle also discusses AI's role in accelerating media decision-making and AI discoverability's growing importance. She identifies range, curiosity, and judgment as essential traits for future media leaders. The piece is an interview published ahead of the Drum Awards Festival.

• Kelly McArdle is Global Head of Media at Bose.
• She previously spent nearly a decade at PHD Media.
• She argues that attention is a proxy, not a result, and would not pay a premium for it unless it improves business outcomes.

Bose Builds Entertainment Studio to Own Content

Bose has launched Bose Studios as part of a multi-year strategic shift toward producing owned entertainment across music, film, TV, digital and live events. CMO Jim Mollica told Digiday the studio already accounts for roughly one-third to 40% of the brand’s marketing and he expects that to reach 60–65% by the end of this year or next. The studio’s opening slate includes a documentary series developed with Steven Soderbergh, artist-focused docuseries and a YouTube performance series whose first episode centers on Sienna Spiro. Bose is prioritizing deep, niche creator relationships and in-house production (Bose Records and internal content assets) to earn attention rather than buy it. The move reflects a broader marketing reckoning: brands are investing in owned content and creators as paid-audience models become more expensive and less effective, and owned content also helps brand discovery in AI-driven recommendation environments.

• Bose Studios launched in June 2026 as an entertainment unit spanning music, film, TV, digital and live events.
• CMO Jim Mollica said Bose Studios already accounts for one-third to 40% of the brand’s marketing and he expects that to reach 60–65% by the end of this year or next.
• Bose Studios’ opening slate includes a documentary series developed with director Steven Soderbergh, artist-focused docuseries, and a YouTube series; the first episode this fall centers on singer-songwriter Sienna Spiro.

Creativity Moves Beyond the Traditional Agency Model

At Cannes Lions, marketers signaled a structural shift in how brands source creative work: CMOs are looking beyond traditional agencies to creators, studios and AI-driven production. Executives including Bose’s CMO and P&G’s chief brand officer described brands favoring modular partnerships, faster iteration and always-on asset flows rather than single hero ads from agencies of record. Panels and conversations highlighted creators becoming full creative partners, podcasting moving from niche to mainstream sponsor channel, and the need for agencies to adapt pricing, collaboration styles and production speed to remain relevant.

• Bose CMO Jim Mollica told Digiday he hasn’t used a creative agency in four or five years.
• Many CMOs at Cannes said they no longer believe in traditional agencies of record and want ideas from creative agencies, creators, or AI.
• P&G’s chief brand officer Marc Pritchard described a modular partner model where 'MVP' creative partners sprint with in-house teams to generate volume and variety of assets.

Sennheiser’s Spectera SKM handheld transmitter is now shipping

Sennheiser announces that its Spectera SKM handheld transmitter is now shipping, along with news of Kygo's world tour using Spectera in-ear monitoring and a collaboration with smart for a city soundtrack.

Sennheiser’s Spectera SKM handheld transmitter is now shipping

Sennheiser announces that its Spectera SKM handheld transmitter is now shipping, marking a product launch milestone.

The City Gets a New Soundtrack with smart and Sennheiser

Sennheiser announces a new collaboration with smart, bringing a new soundtrack to the city.