Entro Communications Joins Forces with Astria Elevate to Lead the Future of Experiential Design

Toronto-based design powerhouse Entro Communications is entering a new chapter. The award-winning firm—renowned for transforming complex spaces into engaging environments—is being acquired by Astria Elevate, an investment firm known for scaling founder-led and family-owned businesses with strategic precision.

It’s a move poised to supercharge Entro’s growth as it leans further into digitally enhanced placemaking, immersive storytelling, and data-informed navigation. For a company already synonymous with thoughtful experiential design—from guiding patients in hospitals to enhancing fan experiences in arenas—this signals a deeper investment in the science of human movement through space.

“Entro’s evolution from a traditional wayfinding firm to a robust thought leader in experiential design is incredible,” said Shaun Gordon, Managing Partner at Astria Elevate. “Their impact is unmatched, and we’re thrilled to help them author the next era of the experiential age.”

A Legacy of Influence—and Innovation

Founded in 1990 by Wayne McCutcheon and Andrew Kuzyk, Entro has shaped how millions of people interact with physical spaces across sectors like healthcare, transportation, retail, and sports.

Its portfolio reads like a who’s who of design excellence:

• Changi Airport, Singapore – repeatedly ranked the world’s best

• Scotiabank Arena, Toronto – home to the Raptors and Maple Leafs

• SEPTA, Philadelphia – one of the largest U.S. transit systems

• The Whitney Museum of American Art, New York

• SickKids Hospital, Toronto

• The Bank of Montreal

Entro’s growth has included notable acquisitions like Gottschalk+Ash in 2011 and CVEDesign in 2018, further solidifying its global authority in experiential design.

Tech-Enhanced Environments Are the Future

This acquisition comes as digitally layered experiences become central to how people engage with built environments. Entro is already a leader in integrating behavioral science and analytics, such as eye-tracking technology, to optimize spatial interaction.

With backing from Astria, the firm will explore emerging technologies to personalize navigation, heighten brand connection, and boost engagement metrics across environments.

“We’re not just designing signs anymore,” said incoming CEO John Campanella, former head of branding agency 160over90. “We’re designing personalized journeys that use data to shape how people interact—with buildings, with brands, and with each other.”

Campanella’s previous success—steering 160over90 to a $250M acquisition by Endeavor (WME Group)—underscores Astria’s intent to position Entro as both a creative and commercial force in the next wave of spatial design.

Doubling Down on Design—and Culture

Entro’s 100 employees across Toronto, Vancouver, Calgary, and New York will report to Campanella. Founders McCutcheon and Kuzyk will stay on in advisory roles, ensuring continuity in creative vision and client relationships.

“We’re committed to evolving the industry—not just adapting to it,” said McCutcheon. “By marrying design excellence with research-driven insight, we’re ready to help shape the global future of experiential design.”

The acquisition also reflects a wider industry trend: experiential design is no longer just about physical space—it’s about emotional connection, personalization, and performance. As organizations seek to make their environments more navigable, inclusive, and immersive, firms like Entro are poised to lead the way.

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AnswerLab Bolsters Leadership Team to Meet the UX Demands of a Changing Market

AnswerLab, a long-standing leader in crafting customer-centric brand experiences, is making bold moves to redefine its future. The company has announced the addition of four senior executives, further strengthening its leadership team just one year after appointing Megan Malli as CEO.

The new hires reflect AnswerLab’s pivot from a pure UX research firm to a strategic growth partner—one that helps clients navigate an increasingly complex digital landscape shaped by AI, rising consumer expectations, and the demand for real-world business impact.

“In today’s dynamic market, we must be outcome-driven, not activity-driven,” said CEO Megan Malli. “These new leaders bring the vision, discipline, and heart to help us expand our role as trusted, strategic partners.”

Meet the New Leadership

• Tim Rumpler, Chief Client & Growth Officer
  With 25+ years at Accenture, VML, and Valtech, Rumpler specializes in enterprise-scale transformation and client-centric innovation. Known for leading high-performance teams, he brings a data-driven, collaborative mindset focused on measurable outcomes for Fortune 100 brands.

• Jesse Buccafusco, Managing Director, Strategy
  A veteran of digital product design and development, Buccafusco brings 15 years of experience aligning creative and tech teams to deliver meaningful business value. His strengths lie in making the complex simple—and actionable.

• Amanda Nizzere, Chief Marketing Officer (Fractional)
  Former Global CMO of Prophet and creator of the Female Fractionals podcast, Nizzere offers deep expertise in B2B marketing strategy. She’s particularly adept at blending brand and demand to drive pipeline growth and market differentiation.

• Tess Bricker, Chief of Staff
  With operational expertise sharpened during the 2024 sale of Huge Inc. to AEA, Bricker adds executive-level focus to cross-functional execution. She’s a steady hand for scaling during rapid organizational change.

A Strategic Reboot, Not a Cosmetic Refresh

This isn’t a vanity hire spree—it’s a strategic reshaping of the firm’s core identity. AnswerLab is now framing itself as a next-generation UX powerhouse: one that connects human behavior, emerging technology, and strategic insight to help global brands grow faster and smarter.

The expanded leadership team is designed to help the firm evolve beyond UX research, offering clients more integrated support across customer experience, innovation strategy, and business transformation. It’s a timely shift for an industry under pressure to do more with less—and do it meaningfully.

“Our clients are being asked to deliver faster and more holistically,” added Malli. “We’re answering that call by investing in leaders who know how to scale value at every touchpoint.”

The UX world is no longer about interfaces—it’s about orchestrating trust, impact, and seamless experiences in a fragmented world. AnswerLab’s leadership refresh signals a clear intention: to be not just a vendor, but a strategic partner helping clients adapt to change and stay ahead of it.

As the line between UX, strategy, and brand performance continues to blur, this kind of integrated, human-first approach may be exactly what the next decade of digital leadership demands.

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Red Banyan Unveils New PR Model as Reputational Risk Becomes Everyone’s Problem

In an age where a tweet can snowball into a headline and boardroom decisions can trigger cultural firestorms, reputational risk is no longer a concern reserved for big brands or controversial sectors. Now, finance firms, hospitals, universities, nonprofits, and tech companies alike are finding themselves in the public crosshairs—often unexpectedly.

Recognizing this shift, global communications firm Red Banyan has launched a new hybrid client vertical that merges its Strategic Communications and Crisis Communications practices into a single, next-gen service offering.

“The stakes have shifted,” said Evan Nierman, Founder and CEO of Red Banyan. “Leaders are rethinking how to protect brand equity while still advancing visibility and business goals. Our new ‘Powering Reputation’ model is designed for this new reality.”

A New Framework for a New Era

At the heart of the offering is Red Banyan’s “Powering Reputation” model—a proactive, three-part framework built to meet the modern pace of disruption:

1. Rapid Response
   For immediate crisis management and fast-moving media situations.

2. Brand Building
   To ensure clients continue to grow visibility, even during or after a crisis.

3. Planning and Prevention
   Focused on long-term risk mitigation, stakeholder alignment, and readiness.

Together, the model reflects a strategic, real-time approach to reputation: managing threats without halting momentum.

From DEI backlash to cultural flashpoints, legal controversies, and politically charged attacks, organizations are being tested in new ways. What used to be rare “PR crises” are now routine challenges that demand sophisticated, always-on communications strategies.

The speed and sensitivity of the media cycle has changed the game:

• Universities face faculty controversy that explodes overnight

• Healthcare organizations get pulled into political discourse

• Nonprofits navigate donor backlash over social stances

• Tech startups are hit with user trust issues before they even scale

Red Banyan’s move acknowledges a hard truth: reputation management can’t just be reactive anymore—it needs to be embedded in strategy from day one.

Rethinking PR for the Risk Era

“This is what effective PR looks like today,” Nierman explained. “For our team, PR no longer means ‘public relations’—it’s about Powering Reputation.”

In other words, communications strategy now demands more than media placement or reactive spin. It requires anticipating cultural landmines, arming leadership with narratives, and balancing transparency with protection.

And while some agencies still treat crisis and brand strategy as separate disciplines, Red Banyan’s hybrid model offers something rare: a unified system designed for both defense and growth.

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Moore Takes Home 12 MAXI Awards, Cementing Its Role as a Force in Purpose-Driven Marketing

Moore, a leading player in constituent experience management, has earned 12 honors at the 2025 MAXI Awards, presented by the Direct Marketing Association of Washington (DMAW)—a major sweep recognizing excellence in direct marketing across digital, multichannel, and print.

The MAXI Awards (Marketing Award for eXcellence in Innovation) spotlight the industry’s most effective and creative campaigns. Moore’s wins span diverse causes—from wildlife conservation to veteran services to global health—highlighting the company's range, innovation, and impact across the purpose-driven sector.

“Earning 12 MAXI Awards reflects the integrated teamwork we've built across the company,” said Gretchen Littlefield, CEO of Moore. “These awards are shared with the mission-driven organizations that trust us to raise critical funds and tell their stories.”

Multichannel Mastery, Digital Excellence, and Print That Performs

Moore’s award-winning campaigns are a testament to its omnichannel strategy, which blends data, creative, and technology to drive results. Winning campaigns included:

Multichannel

• Covenant House International: Be An Angel Day

• Disabled American Veterans: Giving Tuesday

• Leader Dogs for the Blind: September Puppy Poster

• Operation Smile: Give a Smile

• San Diego Zoo Wildlife Alliance: Membership Renewal

• Wounded Warrior Project: Giving Tuesday

Digital

• Dana-Farber Cancer Institute: October Email Campaign

• San Diego Zoo Wildlife Alliance: Giving Tuesday

Direct Mail

• Commemorative Air Force: B-17 Appeal

• CAF Red Tail Squadron: Tuskegee Airmen Coin Campaign

• Community Food Bank of New Jersey: July Urgent Need

• Lutheran World Relief: Fund the Match

Whether crafting urgent donor appeals or sustaining member engagement through targeted renewals, Moore’s campaigns delivered measurable performance and emotional impact—the gold standard for nonprofit marketing.

More Than Just Awards: A Blueprint for Purpose-Driven Growth

Behind the creative campaigns is Moore’s data-first CXM model, combining deep sector knowledge with AI-powered insights and seamless cross-platform execution. The company is widely known as the largest marketing and fundraising firm in the U.S. serving the purpose-driven economy, with clients spanning education, health, veterans’ services, wildlife protection, and humanitarian aid.

From custom fundraising journeys to real-time audience segmentation, Moore’s approach is less about flashy messaging and more about sustainable, scalable impact.

“We lead with insights, technology, and service,” said Littlefield. “And we remain committed to fueling our clients' growth so they can change the world.”

In a crowded fundraising environment, where donor attention is scarce and every dollar is scrutinized, Moore’s ability to consistently produce high-performing, emotionally resonant campaigns is a blueprint for how nonprofits can thrive.

These wins also underscore a broader industry truth: purpose and performance are no longer mutually exclusive. With the right tools and strategy, doing good can scale—and Moore is leading that charge.

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Anteriad’s Latest Report Spotlights the Next Era of B2B Marketing—And the Data-Powered Leaders Fueling It

In an industry where results speak louder than channels, Anteriad has released its newest research report, The 2025 B2B Marketing Edge, in partnership with Ascend2—offering a detailed look at the evolving role of marketing leaders in B2B. Based on a survey of 466 senior marketers across North America, Europe, and APAC, the study unpacks how data fluency, AI adoption, and organizational agility are reshaping marketing’s impact on revenue.

The big headline? Data-savvy marketers are winning.

“Successful marketers today combine precise data strategies with agility to fuel revenue growth and strengthen brand positioning,” said Lynn Tornabene, CMPO at Anteriad. “This report offers a roadmap for how to do both.”

Marketers Are Taking On More—and Driving Revenue with It

The study reveals that 79% of B2B marketers expanded their responsibilities in the past year—not just as a response to leaner teams, but as a strategic shift. These expanded roles increasingly include revenue growth ownership, customer acquisition, and brand-building:

• 64% are now directly driving revenue growth through marketing initiatives

• 56% prioritize customer acquisition strategies

• 55% are responsible for brand awareness efforts

Interestingly, these added responsibilities correlate with better performance—a sign that marketing's remit is no longer just about support; it's about strategy and ROI.

Enter the Growth Gurus—and the Data Heroes

Top-performing marketers in the study—dubbed "Growth Gurus"—share a few defining traits:

• They use intent data at a significantly higher rate (52% vs. 32%)

• They launch campaigns 3x faster

• 73% see meaningful efficiency gains from AI use (vs. just 41% of their peers)

Perhaps more compelling is the rise of the "Data Hero"—a persona representing marketers with high confidence in using varied data sources to drive engagement. This group has grown dramatically—from 27% in 2022 to 44% in 2025—and they’re 3x more likely to generate significant revenue growth.

From Insight to Action: What the Best Are Doing Differently

The report dives into how today’s most effective marketers are transforming their orgs:

• Data Strategy: Prioritizing clean, integrated, and predictive data

• AI Optimization: Using AI for targeting, content creation, and campaign management

• Campaign Velocity: Focusing on tools and org structures that support rapid execution

• Cross-Functional Alignment: Collaborating more tightly with sales and ops to close the loop

This marks a move away from marketing as a silo and toward marketing as a growth engine—enabled by technology and empowered by leadership.

Anteriad’s findings are a clear signal: B2B marketing is no longer just about pipeline—it’s about precision, performance, and partnership. As companies face mounting pressure to do more with less, data confidence isn’t a luxury—it’s a competitive edge.

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SellerApp Unveils AI-Driven DSP Suite, Tackling the $166B Retail Media Efficiency Crisis

In a retail media landscape that’s ballooned to $166 billion, SellerApp is cutting through the chaos. The eCommerce intelligence platform has officially launched its Amazon DSP integration and Advanced Automation Suite, arming enterprise brands with the firepower to reclaim wasted ad dollars and outperform competitors in the hyper-crowded Amazon marketplace.

And the timing couldn’t be better. With cost-per-clicks up 45% and conversion rates flat, even Fortune 500 advertisers are seeing millions vanish into inefficient campaigns.

“Brands are hemorrhaging money trying to manage today’s complex ad landscape with outdated tools,” said Dilip Vamanan, Co-founder and CEO of SellerApp. “We’re not just optimizing campaigns—we’re reinventing how enterprise brands operate in this environment.”

From Beta to Billions: Proof That Automation Wins

Early adopters—including Philips and other Fortune 500 giants—have already seen results that read like a CMO’s wish list:

• $15M in recovered ad spend

• 40% improvement in ACoS

• 3X increase in CTR on high-intent placements

• $35M in incremental revenue

• 90% time savings through campaign automation

And that’s not theoretical—these outcomes were observed during a six-month beta test across $50M in ad spend.

What’s Under the Hood: A Unified AI-Powered Platform

1. DSP + Sponsored Ads, Unified

• A single dashboard for managing both Sponsored Ads and Amazon DSP

• Cross-channel attribution mapping the true customer journey

• Real-time, AI-based budget allocation

2. AI Engine with Serious Processing Power

• Handles 1M+ decisions daily across 250K campaigns

• Predictive models anticipate competitor activity and seasonal trends

• ML algorithms improve continuously with each campaign interaction

3. Enterprise-Grade Reporting and Intelligence

• Real-time profitability tracking across product portfolios

• Competitive intel that tracks market share movement

• Custom dashboards tailored to multi-brand, multi-region teams

Why This Launch Matters Now

Amazon’s ad ecosystem is no longer the scrappy DIY sandbox it once was. With nearly 1 million new sellers in 2024, competition is intense and the stakes are higher than ever. Manual campaign management isn’t just outdated—it’s risky.

“We routinely audit Amazon ad accounts spending $50K a month with no visibility into what’s driving results,” said Nithin Mentreddy, Director of Customer Success. “The inefficiencies we uncover are accelerating every quarter.”

With SellerApp’s platform, brands can now automate their strategy at scale—without losing the precision needed to compete.

Enterprise-Ready, Right Now

The platform is now available for qualified brands, with white-glove onboarding options:

• Rapid Deployment (2 weeks): Ideal for simpler campaign structures

• Standard Implementation (4 weeks): Includes team training and KPI alignment

• Enterprise Transformation (6–8 weeks): Full strategic overhaul, including Walmart and Target integration readiness

Every client starts with a free Waste Audit—often uncovering 20–40% in immediate savings.

Looking Ahead: From Amazon to Everywhere

SellerApp’s roadmap includes:

• Walmart Connect and Target Roundel integration (Q3 2025)

• Amazon Europe (.de, .fr, .it, .es) expansion (Q4 2025)

• AI-generated creative assets and testing

• Predictive inventory planning aligned with ad strategy

“We don’t just optimize accounts—we optimize categories,” said Sayantan Chatterjee, Product Manager. “We see where competitors are spending, when trends are shifting, and how to adapt before it impacts your bottom line.”

With its proprietary ML architecture and deep integrations, SellerApp is not just a campaign tool—it’s becoming a retail media operating system.

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Transcend's New Report Uncovers the Strategic Power of Consent Data in AI-Driven Enterprise Growth

Once relegated to the fine print of compliance departments, consent and preference management has officially entered the C-suite. According to a new report from Transcend, the privacy infrastructure company behind some of the world’s top digital brands, organizations that prioritize user consent as infrastructure—not just as a checkbox—are unlocking major gains in revenue, personalization, and customer trust.

The report, titled "Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management", reveals a clear consensus among global enterprise leaders: permissioned data is now strategic fuel for AI, digital innovation, and long-term growth.

“The real opportunity lies in how businesses operationalize permissioned data for their growth strategies,” said Ben Brook, CEO and Co-founder of Transcend.

Consent Is the New Competitive Edge

Transcend, in partnership with UserEvidence, surveyed 265 executives across privacy, security, and marketing functions from Global 2000 firms. The findings are both timely and eye-opening:

• 100% of executives said consented data improves their ability to launch new products and services

• More than 50% rely on this data for AI, personalization, and digital innovation

• 70% struggle to distribute consent and preferences across complex data ecosystems

• 66% say integrated consent improves user experience personalization

• 65% cite increased customer loyalty and trust as a direct result of consent-based strategies

• 60% see better data quality, and 49% report higher opt-in rates

The disconnect? While companies recognize the strategic importance of consent data, many still lack the infrastructure to operationalize it at scale.

Why It Matters: Privacy Teams Are Now Growth Partners

In the early days of privacy regulation, consent management lived solely in the realm of risk mitigation. Then marketing entered the picture—mostly to keep web performance intact while adding cookie banners. But now, as AI and personalization dominate digital priorities, the responsibility has shifted again.

Today’s privacy leaders are being asked to enable—not block—innovation.

“Privacy and security teams are often seen as barriers to AI because of regulatory friction,” said Ryan O’Leary, Research Director at IDC. “But companies with robust consent systems can flip that narrative—and actually drive responsible AI adoption.”

Personalized Growth, Powered by Permission

The findings reinforce broader industry trends. McKinsey reports that fast-growing companies generate 40% more revenue from personalization, while Forrester shows that strategies informed by consent and preferences reduce acquisition costs by 83% and boost conversions by 73%.

Transcend’s report adds fresh urgency: enterprises that fail to integrate consent into their digital infrastructure won’t just fall behind in compliance—they’ll miss out on performance.

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Premier League and Adobe Team Up to Transform Fan Experience With AI-Powered Creativity and Real-Time Personalization

At the Adobe Summit in London, two global powerhouses—Adobe and the Premier League—announced a multi-year partnership set to redefine how 1.8 billion fans worldwide connect with their favorite football clubs, players, and matchday moments.

The collaboration is more than just tech enablement—it's a strategic digital transformation fueled by AI, personalization, and creativity tools that give fans new ways to engage, express themselves, and stay plugged into the action, both on and off the pitch.

“This partnership with Adobe gives us the tools to better understand and deliver what our fans need and want digitally,” said Will Brass, Chief Commercial Officer at the Premier League.

Personalization Gets Tactical

At the heart of the deal is Adobe Experience Platform and its suite of AI-powered apps—including Adobe Journey Optimizer, Real-Time CDP, and Customer Journey Analytics. These tools will help the League transform every interaction into a personalized moment, from push notifications for matchday drama to tailored content suggestions based on fan preferences.

Expect push alerts for key transfers, location-aware in-app experiences, and smarter email campaigns highlighting your Fantasy Premier League captain’s latest heroics—all powered by Adobe’s Agent Orchestrator and Journey Agent.

Creativity Meets Fandom

For Fantasy Premier League managers and casual fans alike, the real standout is Adobe’s Express app and Firefly generative AI. Fans can now:

• Design custom team badges and kits

• Create highlight reels and short-form social clips using AI

• Edit images with tools like Insert/Remove Object

• Access exclusive Premier League templates for fast content creation

These tools will be natively integrated into the Premier League’s new website and app starting with the 2025/26 season, giving fans the ability to express their passion in real-time, no editing expertise required.

“Adobe AI is empowering passionate fans to shape how they experience and share the unrivaled drama of matchday,” said Rachel Thornton, CMO, Enterprise at Adobe.

For Marketers: Scale Meets Speed

Adobe’s GenStudio for Performance Marketing allows the Premier League to create on-brand content at scale. Marketers can spin up personalized campaigns faster, using AI to automate design elements, tailor messages, and track which creative assets drive the most engagement or conversion.

And with Customer Journey Analytics and the new Data Insights Agent, the League can pinpoint which content drives loyalty, clicks, and emotion—whether it’s a goal montage of your favorite player or a behind-the-scenes look at your club's training ground.

The Premier League isn’t just the world’s most-watched football competition—it’s a digital juggernaut, reaching 900 million homes in 189 countries. Fans no longer follow the League in the same way. Some want real-time stats. Others crave memes, highlight reels, or fantasy bragging rights. Adobe’s tech now makes it possible to deliver the right experience to the right fan—at the right moment.

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