Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.
Officeworks, the Wesfarmers-owned office supplies and technology chain with more than 170 stores across Australia, handed its media account to PHD Australia on 22 September 2026, ending its relationship with Initiative. The agency changed; the holding company did not.
The format is built around a specific moment: a user points a camera at a sofa, taps a Pin of a kitchen splashback, or stops mid-swipe to zoom in on a dress.
Nine used generative AI across the 2026 season of The Block to produce personalised music jingles, alter contestants' outfits and generate animations, including sequences where cast members were transformed into animals and placed inside fantasy scenes.
