PHD vs Starcom Germany

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.

Mother Berlin's Uber Eats Campaign Stars Bruce Darnell

Mother Berlin has launched its first Germany-wide campaign for Uber Eats, adapting a global creative idea for the local market. Titled 'Du hast dir einen Deal verdient!' ('You've earned yourself a deal'), the campaign features TV personality Bruce Darnell as the new testimonial. In several spots, protagonists endure awkward everyday situations, after which Darnell appears and declares they deserve an Uber Eats deal. The films run on TV and streaming services, supported by social media assets and out-of-home motifs. Franziska Walter, Marketing Director DACH & Poland at Uber, emphasizes Uber Eats' role in daily life. The spot was produced by Tony Petersen Film, directed by Holger Jaquet, with media planning and buying handled by PHD. The creative team includes Alexander Nowak, Christina Rankel, and Christian Lotz at Mother Berlin.

• Mother Berlin created its first Germany-wide campaign for Uber Eats.
• Bruce Darnell appears as the new testimonial in the campaign.
• The campaign slogan is 'Du hast dir einen Deal verdient!'.

New WARC Podcast: Agentic AI and the Delegation of Consumer Choice

PHD has released a new WARC podcast on agentic AI and the delegation of consumer choice, dated August 21, 2026.