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The future of entertainment, and the role that brands will play within it...

The entertainment model is evolving.

How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright but uncertain. Who will win and who will lose?

This month I will be attending the Lions Entertainment event during the Cannes Lions International Festival of Creativity. I am looking forward to meeting with innovative people from across the global entertainment, commercial and creative communities to find new ways to leverage the power of popular culture.

Some of the themes for 2017 that I am looking forward to are:

  • Brands as broadcasters, talent as rights holders and distributors as content creators.
  • Winning the attention war – evolving entertainment models in the era of infinite choice
  • Funding the way forward – defining the new business and creative models powering entertainment, from creation through to distribution
  • Raising the bar – enhancing entertainment experiences to win fans and shape cultural conversations


  • Curated trend showcases – everything you need to know about what’s now and what’s next, from those in the know.
  • Live performances – from some of the world’s hottest talent, hailing from across the entertainment spectrum.

The Lions Entertainment event will be full of exciting discussions, presentations and networking opportunities. I will share the highlights from the Festival and also the themes that are most relevant to the Australasian market.

Stay tuned.

About Emma Triggs

Emma has created campaigns for some of the world’s biggest entertainment and leisure brands over the last 25 years and is currently Agency Principal at The M Agency.

Emma’s advertising career started in global agencies Ogilvy & Mather, DDB Needham and Young & Rubicam. Emma worked in the Finance and FMCG categories, managing campaigns for brands within the American Express, Unilever and Colgate-Palmolive portfolios.

In 1994 Emma chose to go client-side and to pursue her passion for entertainment. She joined Sony Music Entertainment where she became the Director of Advertising. During her time there, Emma was a key member of the Sony Integration Team where she worked closely with Sony Computer Entertainment for the launch of Playstation, and with Sony Pictures and Sony Consumer Electronics.

Looking at agencies from the client’s view, Emma realised that there was a need for a specialist entertainment marketing and advertising agency. So, in 1999 Emma founded The M Agency (formerly M Advertising), a full-service agency specialising in entertainment, arts and lifestyle. The agency works on over 500 campaigns a year in Australasia and maintains offices in Sydney and Melbourne.

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