Adcom, a leading Midwest-based integrated marketing agency, has announced its acquisition of Spark Your Brand, Inc., a specialized branding and merchandising agency. This acquisition strengthens Adcom’s expertise in wholesale, retail, and eCommerce merchandising, further solidifying its position as a full-funnel marketing solutions provider.

Strategic Benefits of the Acquisition

• Expanded Industry Expertise:

  • Spark* brings specialized knowledge in the tools and building products industry, aligning with Adcom’s core focus areas.
  • The acquisition enhances Adcom’s branding and merchandising capabilities.

• Enhanced Service Offerings:

  • The merger integrates high-quality branding, merchandising, and full-funnel marketing solutions under one roof.
  • Clients will benefit from a more comprehensive suite of services across digital, retail, and wholesale marketing.

• Strengthening Talent & Culture:

  • Randy Golenberg, CEO of Spark*, will continue leading Spark* as a business unit within Adcom.
  • The combined team will drive innovation, creativity, and measurable impact at every stage of the customer journey.
  • A shared business and cultural alignment ensures a seamless transition.

Leadership Insights on the Acquisition

• Craig Martin, Chief Growth Officer, Adcom:
  "This acquisition strengthens our full-funnel marketing capabilities, allowing us to drive measurable impact for our clients."

• Randy Golenberg, CEO, Spark Your Brand:
  "Joining Adcom enables us to scale our expertise and deliver even greater results for our clients while maintaining our brand identity."

• Justin Morcelle, President & COO, Adcom:
  "Spark*’s talented team enhances our ability to create top-tier marketing programs, making this partnership a perfect fit."

• Joe Kubic, CEO, Adcom:
  "This move reinforces our commitment to fostering innovation within the region’s marketing landscape."

With Spark* operating as a business unit within Adcom, the integration ensures continuity for existing clients while unlocking new growth opportunities. Adcom remains dedicated to delivering high-impact marketing solutions and enhancing the creative marketing ecosystem.

Digital agency Barbarian has appointed Adam Gloo as its new Chief Creative Officer (CCO). With a strong background in creative leadership, Gloo aims to revitalize the agency’s creative identity, blending storytelling, design, and technology to develop breakthrough work that resonates with audiences.

Adam Gloo’s Experience & Industry Impact

• Over a decade of creative leadership at top agencies, including VML, 360i/Dentsu Creative, and SPCSHP (formerly Big Spaceship).
• Led award-winning campaigns for global brands such as Starbucks, Oreo, HBO, Absolut, Vanguard, and Google.
• Expertise in combining creativity with technology to create high-impact, meaningful brand experiences.

Vision for Barbarian’s Creative Direction

• Restoring Barbarian’s Edge: Gloo aims to revive the agency’s innovative spirit and bold creative identity.
• Emphasis on Smart & Purposeful Creativity:
  • Prioritizing work that engages audiences without adding to market noise.
  • Championing a culture of curiosity and lateral thinking to push creative boundaries.
• Leveraging Technology for Innovation:
  • Ensuring technology serves as a catalyst for breakthrough creativity, rather than just a trend.
  • Setting industry standards rather than following them.

Leadership Perspectives on Gloo’s Appointment

• Adam Gloo, Chief Creative Officer, Barbarian:
  "Great creative work isn’t just about emotional connection—it must also provide real value. My goal is to build an environment where smart, unexpected ideas thrive."
• Jeff Blackman, Managing Director, Barbarian:
  "Adam brings the kind of leadership that doesn’t just push out work—it pushes brands forward. His vision will reinforce Barbarian’s role as an industry leader."

With Adam Gloo at the creative helm, Barbarian is set to reestablish itself as a leader in innovative, technology-driven storytelling. His vision and leadership will drive the agency toward meaningful, impactful work that resonates with both brands and audiences.

Live performances thrive on audience energy, but digital experiences often lack the depth of in-person events. OPIC Technologies, Inc., a leader in 3D livestreaming, is transforming how musicians, theater artists, dancers, and spoken-word performers connect with audiences worldwide.

Enhancing Live Experiences with 3D Streaming

Traditional livestreaming allows remote access but often feels flat and impersonal. OPIC’s 3D livestreaming technology changes this by offering an immersive, interactive experience—making remote viewers feel like they are in the front row.

Benefits of 3D Livestreaming for Performers

• Immersive Virtual Performances:
  • Viewers experience concerts, theater productions, or dance performances with realistic depth and movement.
• Interactive Audience Engagement:
  • Performers can see, hear, and interact with their audience in real-time, fostering stronger connections.
• Global Reach & Accessibility:
  • Audiences worldwide can attend live performances without travel, expanding fan bases.
• Enhanced Artistic Expression:
  • 3D livestreaming enables performers to incorporate new visual and spatial elements, elevating storytelling and stage presence.

Shaping the Future of Live Entertainment

• Bob Douglas, CEO of OPIC Technologies:
  "As technology evolves, so does live entertainment. Our 3D livestreaming solution preserves the magic of live performances while making them more accessible and interactive."
• From solo acts to large-scale productions, OPIC’s technology ensures authentic and engaging digital performances.

A New Era for Performers and Fans

Whether it’s stand-up comedy, spoken-word poetry, or theatrical plays, 3D livestreaming revolutionizes engagement, bridging the gap between digital and physical performances. OPIC Technologies is empowering artists to bring their creative visions to life for audiences everywhere.

Modern consumers demand more than just quality products; they seek authentic connections and want brands to embody meaningful missions. According to the Ipsos Global Trends 2024 survey, 70% of consumers prefer brands that reflect their values. This shift has made purpose-driven marketing a necessity rather than a choice.

Yes We Can, a London-based purpose-led marketing agency, is at the forefront of helping brands embed authenticity into their strategy. Led by Asia Kitaichik, the agency ensures that brands not only communicate purpose but integrate it into every aspect of their business.

Why Purpose-Driven Marketing Matters

• Consumers Invest in Stories, Not Just Products
  • Buyers align with brands that share personal values and social missions.
• Purpose Drives Business Growth
  • Research from King’s College London shows purpose-driven companies can outperform competitors by up to 300%.
• Authenticity Enhances Brand Loyalty
  • Reports from Deloitte and Harvard Business Review indicate that brands with a clear mission see up to 30% higher customer retention rates.

Avoiding “Purpose Washing”

• Brands that adopt surface-level purpose statements without real action risk backlash.
• Deloitte emphasizes that a genuine commitment must go beyond slogans and be integrated across operations.
• Yes We Can develops purpose-driven strategies that transform core values into meaningful actions.

Five Steps to Build a Purpose-Driven Brand

1. Integrate Purpose into Strategy – Ensure every business decision aligns with your core mission.
2. Measure and Communicate Impact – Set clear metrics to track and transparently share progress.
3. Foster a Purpose-Driven Culture – Empower employees to live the mission internally and externally.
4. Build Authentic Partnerships – Collaborate with organizations and influencers who align with your purpose.
5. Continuously Evolve – Regularly refine strategies to stay relevant and impactful.

The Future of Purpose-Led Branding

• Purpose-driven marketing is evolving into a key competitive differentiator.
• Brands that embed authenticity into every facet of their operations will reshape the marketplace.
• Asia Kitaichik: “When brands communicate a clear purpose, they don’t just see better performance—they build lasting loyalty.”

Today’s marketing landscape demands more than visibility—it requires resonance and authenticity. Yes We Can helps brands create marketing that reflects their values, strengthens relationships, and fuels sustainable growth.

Riskified, a leader in e-commerce fraud and risk intelligence, has launched Adaptive Checkout, a cutting-edge solution that reduces fraud while increasing conversion rates. By using AI-driven decision-making, Adaptive Checkout ensures more legitimate transactions are approved, preventing revenue loss due to false declines.

The Challenges of Traditional Fraud Prevention

• Rigid Approve/Reject Systems: Traditional fraud models rely on static rules, leading to false rejections of legitimate customers.
• Lost Sales & Customer Frustration: Overly cautious fraud prevention can result in unnecessary declines, impacting revenue and brand trust.
• Sophisticated Fraud Tactics: Fraudsters continuously evolve, making it harder for merchants to balance security and customer experience.

How Adaptive Checkout Works

• AI-Driven Risk Assessment: Uses millions of data touchpoints from Riskified’s global merchant network to evaluate an order’s risk profile.
• Dynamic Checkout Customization: Instead of blanket approvals or rejections, Adaptive Checkout adjusts the checkout process based on transaction risk.
• Selective Security Measures: High-risk transactions may require additional identity verification (e.g., CVV, OTP, 3DS) while low-risk transactions proceed seamlessly.
• Seamless Fraud Prevention Integration: Blocks obvious fraud before issuer authorization checks and enhances order data transmission to partnering issuers for better approval rates.

Industry Impact & Merchant Success

• Eid Gul, CEO & Co-Founder, Riskified:
  "Merchants struggle with false declines and fraud risk. Adaptive Checkout optimizes conversions by using AI to assess risk in real-time."
• TickPick’s Success Story:
  • Partnered with Riskified to improve fraud detection and approval rates.
  • Authorized an additional $3 million in revenue by preventing unnecessary declines.
  • Jack Slingland, SVP of Operations, TickPick:
    "Riskified helps us enhance customer experience, reduce fraud costs, and drive long-term growth."

Benefits of Adaptive Checkout for Merchants

• Higher Approval Rates: More legitimate transactions are approved, leading to increased revenue.
• Reduced False Declines: AI ensures fewer frustrating rejections for real customers.
• Better Fraud Prevention: Sophisticated fraudsters are identified and blocked before completing a transaction.
• Improved Customer Experience: A frictionless checkout for low-risk customers results in higher retention rates.

With Adaptive Checkout, Riskified empowers e-commerce merchants to confidently approve more transactions, protect against fraud, and enhance customer trust. This AI-powered fraud prevention approach is revolutionizing online commerce, ensuring better authorization rates, higher conversions, and sustainable growth.

VitalPBX, a leading provider of open-source business communication solutions, has launched a suite of AI-powered features to help businesses streamline communication workflows. These innovations leverage AI to enhance efficiency, personalization, and data-driven insights.

A live webinar hosted by Joseph Montes, Channel Manager at VitalPBX, provided a deep dive into these features and is now available for on-demand viewing on YouTube: Watch Here.

AI Features Unveiled

• AI Agent: An intelligent virtual assistant that handles FAQs, routes calls, and provides basic support—allowing human agents to focus on complex interactions.
• Voicemail Transcription: Converts voicemail messages into text and delivers them via email, enabling quick message review without audio playback.
• Recording Transcription & Analysis: Automatically transcribes and timestamps call recordings, helping businesses improve customer service, compliance, and training.
• Helpdesk AI: Supports customer service teams with real-time AI-driven suggestions to improve response times and satisfaction.
• Audio from Text: Converts text into natural-sounding speech, ideal for IVR systems, voice announcements, and automated greetings.

The Role of AI in Business Communication

Joseph Montes highlighted the transformative potential of AI:

"AI is reshaping telecommunications, and we’re excited to empower businesses with smarter, more efficient communication solutions. By automating tasks and delivering insights, VitalPBX helps businesses maximize the power of their communication systems."

How to Access AI-Powered Features

VitalPBX users can enable these AI features by installing the AI Assistants and Voice Hub add-ons. Integration with OpenAI API keys unlocks AI functionalities, ensuring access to the latest AI models for cutting-edge business communication.

VitalPBX’s AI-driven innovations mark a significant leap in business communication efficiency and personalization. By combining automation, data intelligence, and AI-powered assistance, businesses can enhance customer experience, optimize workflows, and improve operational efficiency.

AdCellerant, a leader in digital advertising solutions, has appointed Adam Burnham as its first Chief Growth Officer (CGO). This strategic move is set to accelerate expansion, innovation, and AI-driven digital marketing advancements in 2025 and beyond.

With over two decades of experience in media partnerships, business development, and digital advertising, Burnham will drive AdCellerant’s next phase of growth—helping partners adapt to the evolving digital landscape.

Burnham’s Industry Expertise & Leadership

• Career in Media & Digital Advertising: Burnham has been in the industry since 1996, transitioning to digital advertising in 2010 to focus on advanced marketing solutions.
• Proven Track Record: He has built and managed long-term media partnerships, delivering innovative, AI-powered advertising solutions.
• Commitment to Growth: His expertise in business development and digital transformation will strengthen AdCellerant’s partner relationships and market position.

"I’ve admired AdCellerant’s achievements for years and am excited to join a company that prioritizes innovation and customer success," said Burnham. "I look forward to driving growth and helping partners navigate the dynamic world of digital advertising."

A Strategic Addition to AdCellerant’s Leadership Team

Burnham has known AdCellerant co-founders Brock Berry and Shelby Carlson for over 15 years, making this a full-circle moment in his career.

"Adam’s strategic mindset and ability to adapt to industry shifts make him a perfect fit for AdCellerant," said Brock Berry, CEO & Co-Founder. "His forward-thinking approach will be instrumental as we continue innovating and prioritizing our customers’ success."

Future-Focused Growth Strategy

As Chief Growth Officer, Burnham will lead key initiatives that integrate:

• Automation & AI in digital advertising solutions.
• Strategic media partnerships to enhance campaign effectiveness.
• Scalable growth strategies to strengthen AdCellerant’s market leadership.

AdCellerant’s decision to bring Burnham on board underscores its commitment to continuous innovation and industry leadership. His expertise in AI-driven digital marketing and business development will ensure long-term success for AdCellerant’s partners.

St. Louis businesses now have a dedicated AI resource with the launch of The AI Hat. Building on the success of The Social Media Hat, this new venture provides AI consulting, training, and expert insights to help local SMBs harness AI’s potential.

At the heart of The AI Hat is its renowned podcast, "AI for Business Leaders: The AI Hat Podcast" (formerly "AI in Marketing: Unpacked"). Featuring 50+ expert interviews from Google, Nvidia, HubSpot, and more, the podcast delivers actionable AI strategies for business growth.

The AI Hat’s Core Offerings

1. AI for Business Leaders: The AI Hat Podcast

• Industry insights from top AI experts and leading brands.
• Real-world case studies on AI adoption across various industries.
• Practical strategies to leverage AI for efficiency, innovation, and revenue growth.

2. AI Consulting for Businesses

• Identify custom AI opportunities to streamline operations, cut costs, and boost profitability.
• Personalized guidance to integrate AI solutions into daily workflows.

3. AI Training for Teams

• Hands-on workshops to empower employees with AI knowledge and skills.
• Training on AI tools, automation, and best practices to drive business success.

Why The AI Hat?

"The rebranded podcast reflects our commitment to providing St. Louis business leaders with the resources they need to succeed in the AI era," says Mike Allton, AI expert & podcast host.

Local businesses are already seeing the impact:
"Mike’s insights were mind-blowingly valuable. He showed us the practical steps to implement AI tools that would drive real business growth," says business owner Richard Tubb.

For businesses ready to embrace AI and drive innovation, The AI Hat is the go-to resource for expert guidance, practical training, and strategic consulting.

Explore AI solutions and listen to the podcast at TheAIHat.com.