Incubeta vs iProspect

Incubeta Completes Acquisition of XPON’s GMP and GCP Business

Incubeta announces the completion of its acquisition of XPON's GMP and GCP business, as featured in the latest industry news.

Mastering ChatGPT Ads: How to Win in the Era of Generative Search

Incubeta's Thought Leadership page now features a new article on mastering ChatGPT Ads, along with several other new articles on AI-driven marketing topics such as SXO, tokenmaxxing, and agentic commerce.

Measure AI Decisions, Not Just Adoption

Opinion piece by Amy Crowther (President, Americas at Incubeta) published August 20, 2026, arguing that marketing organisations should shift from counting AI tool adoption to measuring AI-driven decisions and AI maturity. The article contends that true transformation occurs when AI changes how important business decisions are made (not merely speeding or reducing cost), and that sustainable competitive advantage requires data foundations, governance, new skills, and connected decision-making systems rather than isolated AI experiments.

• Article authored by Amy Crowther, President, Americas at Incubeta.
• Published on August 20, 2026.
• Main thesis: organisations should track AI maturity and AI-driven decisions rather than metrics of tool adoption or usage.

Liz Rutgersson Named CEO of Stagwell's Assembly

Stagwell-owned agency Assembly has appointed Liz Rutgersson as its new CEO, with a global and North American remit. Rutgersson, who previously served as CEO of Dentsu's iProspect, will start in the role on Monday. She is tasked with driving growth, bolstering client partnerships, and building long-lasting relationships. Assembly also announced that Connie Chan has been named CEO of Assembly in the APAC region. Rutgersson's preliminary conversations with CEO Mark Penn and Stagwell leadership indicate alignment on making Assembly an 'agency for the future.' Rutgersson told ADWEEK she chose Assembly because of its nimbleness combined with the scale offered by Stagwell.

• Liz Rutgersson named CEO of Assembly, effective Monday.
• Rutgersson previously was CEO at Dentsu's iProspect.
• Connie Chan appointed CEO of Assembly in APAC.

Ikea's Kallax Storageborn Mod for Skyrim Launches

Ikea, via creative agency Mother, launched 'Kallax Storageborn', a free downloadable mod for The Elder Scrolls V: Skyrim. The mod introduces a sentient Kallax shelving unit voiced by actor Matt Berry, which helps players manage inventory by providing unlimited capacity and automated loot collection. This campaign merges gaming culture with Ikea's storage solutions, targeting Skyrim's 'encumbrance mechanic' frustration. The activation includes a new questline and is supported by PR firms Hope&Glory and Wilson Hartnell, with media buying by iProspect. It represents a novel brand integration into a popular game, emphasizing fan-first engagement.

• Ikea launched 'Kallax Storageborn', a free Skyrim mod, on September 11, 2026.
• The mod is created by Mother and voiced by Bafta-winning actor Matt Berry.
• The mod adds a new questline and provides unlimited inventory capacity and automated loot collection.

Star appoints Thomas Biedermann Global Head of Media & Advertising

Star, a global technology consultancy, has appointed Thomas Biedermann as Global Head of Media & Advertising. Biedermann brings more than two decades of international media and advertising leadership across agency and client-side roles. He will lead Star’s global media strategy, deepen agency relationships and expand services to help brands build AI-ready marketing capabilities, modernize in-house MarTech and integrate brand-agency systems. Star cites a 2025 Forrester Consulting study it commissioned showing fragmented marketing systems and limited seamless data integration between brands and agencies. Biedermann’s prior roles include Managing Partner at iProspect, SVP & Managing Director at Merkle | DWA, and senior media roles at Sky Deutschland. Michael Schreibmann, CEO and Co-founder of Star, commented on the hire and the company’s focus on agency and brand transformation in the AI era.

• Star appointed Thomas Biedermann as Global Head of Media & Advertising.
• Thomas Biedermann has more than two decades of international leadership experience in media and advertising.
• Thomas previously served as Managing Partner at iProspect and as SVP and Managing Director at Merkle | DWA; he also held senior roles at Sky Deutschland.