Ultimate Edge Communications

Ultimate Edge Communications We’re a forward-thinking agency that pushes traditional and digital media to the limits. And we do so at breakneck speed.

Our mission is to become Australia’s leading media agency for producing exponential client results, meaning for every $1 invested you get $2 or $3 back. At Ultimate Edge, we help you achieve this through innovative media and marketing solutions.

There is a new cost making its way into the marketing P&L.The cost of intelligence.AI is increasingly sitting underneath...
09/09/2026

There is a new cost making its way into the marketing P&L.

The cost of intelligence.

AI is increasingly sitting underneath the way marketing teams create, optimise, analyse and automate.

That means every action can carry a cost.

But tracking tokens or API calls only tells part of the story.

The real question is what that intelligence produced.

Did it reduce hours of manual work?
Get more useful creative into market?
Improve campaign performance?
Lower costs?
Generate additional revenue?

In her latest article for humAIn, Aleisha McCall explores why marketing needs its own AI Work Units to connect AI consumption with productive work and commercial value.

The winners in AI won’t necessarily be the organisations using the most.

They’ll be the ones that understand exactly where it creates leverage and what comes back from every additional dollar spent.

Read the full article via the link in comments.

Somewhere between the first idea and the final approval, marketing can lose the thing that makes it work in the first pl...
07/09/2026

Somewhere between the first idea and the final approval, marketing can lose the thing that makes it work in the first place:

HUMANITY.

David Ogilvy understood that decades ago:

“Remember you are a human being writing to another human being. Neither of you is an institution.”

Today, brands have more tools, more automation and more ways to produce content at scale.

But the audience has not changed.

People still respond to clarity. Relevance. Personality. Language that feels like it was written by a person, for a person.

The more layers a message passes through, the easier it is for that connection to disappear.

So before publishing, ask:

WOULD A REAL PERSON ACTUALLY SAY THIS TO ANOTHER REAL PERSON?

Explore this idea further in the latest article in our David Ogilvy series.

Article link in comments 👇

03/09/2026

Aleisha McCall promised to unpack 7-11-4-90. Here it is, and if you love a good framework, this one is worth getting your head around.

7 hours.
11 interactions.
4 platforms.
90 days.

Think about that for a second.

Then think about how many campaigns we still expect to work after someone sees one ad, clicks once and lands on a website.

Because people just DON'T buy that way anymore.

They discover you. Scroll past you. See you again. Watch something. Forget about you. Google you three weeks later. Read an article. Compare you with someone else. Hear about you from someone they trust. Come back.

And THEN, MAYBE, just MAYBE, they're ready to consider you.

Which is why Aleisha believes we need to change the way we think about the marketing funnel.

Awareness → consideration → intention → conversion still matters.

But the job isn't to PUSH people neatly from one stage to the next.

It's to create enough familiarity, trust and credibility around them that when they're ready to move, you're already there.

And this is where 7-11-4-90 gets really interesting.

It gives us a practical lens for thinking about how much time, interaction, cross-platform exposure and consistency it can take to build a relationship with someone before they buy.

Now think about THAT through the lens of your media plan.

How much opportunity are you actually giving your audience to know you?
To understand you?
To trust you?
To explore when they're ready?

Or are we still serving them three ads and wondering why they haven't converted?

Aleisha has pulled the thinking together into a short article, and we've created a downloadable 7-11-4-90 Framework Guide that shows how marketers can apply it across the media advertising funnel.

Article + PDF are in the comments below.

When visibility slows, the algorithm is usually the first thing blamed.But weak reach often starts with weak signals.Con...
01/09/2026

When visibility slows, the algorithm is usually the first thing blamed.

But weak reach often starts with weak signals.

Content stops resonating. Publishing becomes inconsistent. Early engagement drops.

Before changing platforms or increasing output, audit the signals first.

Strengthen relevance, restore consistency and give each post a better chance of earning early engagement.

The organisations making the biggest progress with AI are not necessarily the ones buying the most tools.They are the on...
28/08/2026

The organisations making the biggest progress with AI are not necessarily the ones buying the most tools.

They are the ones willing to rethink how their marketing function actually WORKS before trying to automate it.

UEC Founder & CEO Aleisha McCall recently joined Adam Goodman for Microsoft Advertising’s All in on AI Leader Series to explore the difference between using AI as a productivity tool and genuinely transforming the way a business operates.

Because when AI is layered over fragmented data, disconnected technology and workflows that already depend on people constantly improvising, it does not fix the problem.

It makes the existing MESS, messier.

Real transformation starts with the foundations: workflows, connected data, governance and clarity around what should actually be automated.

The bigger question is not, “Which AI tool should we buy?”

It is: “How does work currently flow through our business, and if we had the opportunity to redesign it today, what would we change?”

Link to the full Microsoft article in the first comment.

What happens when you put marketers from around Sydney in a room and ask one BIG question…What does GOOD marketing actua...
25/08/2026

What happens when you put marketers from around Sydney in a room and ask one BIG question…

What does GOOD marketing actually look like in 2026?

Last Thursday night at the TMC Event, Aleisha McCall joined a brilliant panel to explore exactly that.

They covered A LOT.

What winning brands are doing differently. Where marketing dollars are being wasted. AI. Measurement. Customer behaviour. The frameworks that actually work. And what marketers need to be thinking about next.

But one thing kept coming through:

Good marketing isn't about doing MORE.

More channels. More content. More technology. More dashboards. More AI.

It's about getting much better at connecting the pieces that actually drive growth.

Strategy. Customer. Creative. Media. Data. Technology. Measurement.

Aleisha shared the panel with Essie Wake, CMO at JCDecaux Australia; Joshua Green, Strategy Director at Spark Foundry; Jo Beat, VP Digital Marketing at Nearmap; and Rochelle Tognetti, AI Evangelist at Adobe.

A massive thank you to Chanel Clark and The Marketing Club team for bringing everyone together, to JCDecaux Australia for hosting, and to everyone who showed up, asked great questions and brought the energy.

The future of marketing is moving quickly.

Getting really clear on what GOOD looks like is a pretty good place to start.

21/08/2026

Marketing technology is evolving quickly, but not every platform attracting investment today will become part of the future marketing ecosystem.

Some will emerge as leaders. Others will consolidate or disappear altogether.

That is why the answer is not simply to invest MORE in technology.

It is to invest more sensibly.

In this clip from The Black Box of Media podcast, Aleisha McCall discusses why marketers need to look beyond the immediate promise of a platform and think carefully about which technologies genuinely deserve their investment.

Watch the short snippet from the conversation on The Black Box of Media podcast. Link to the full episode in comments.

Have you ever read a piece of marketing and felt like it was written specifically for you?That's no accident.David Ogilv...
18/08/2026

Have you ever read a piece of marketing and felt like it was written specifically for you?

That's no accident.

David Ogilvy famously said:

“Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.”

The strongest marketing doesn't feel like a broadcast.

It feels like a conversation.

Whether it's an email, an ad or a social media post, people connect more deeply with brands that speak to them as individuals rather than audiences.

It's a lesson worth revisiting.

Read more via the link in the comments.

BCG recently surveyed 300 CMOs globally and uncovered a significant gap between AI ambition and how marketing teams are ...
13/08/2026

BCG recently surveyed 300 CMOs globally and uncovered a significant gap between AI ambition and how marketing teams are actually operating.

While 96% said AI is driving end-to-end transformation in their function, 42% are still using GenAI mainly to support individual tasks in limited workflows.

That is the difference between acceleration and transformation.

AI can help teams move faster, reduce manual work and improve productivity. But if the systems underneath remain fragmented, the operating model is still largely the same.

Agentic marketing takes the next step by connecting AI, data, workflows and human judgement into a more integrated marketing system.

The opportunity is not simply to add more AI tools. It is to redesign how marketing works around them.

Our latest article explores what this shift means for CMOs and the future of the marketing operating model.

Read the full article on the UEC website. Link in comments.

One idea has been appearing more frequently in conversations with marketing leaders over the past year.The algorithm is ...
11/08/2026

One idea has been appearing more frequently in conversations with marketing leaders over the past year.

The algorithm is becoming one of a brand’s most important customers.

It is an uncomfortable shift when marketers have traditionally spent so much time understanding people.

Today, they also need to understand the systems deciding whether those people ever see the content being created for them.

Aleisha McCall recently joined Chanel Clark on The Marketing Clubhouse podcast to explore this change.

The conversation covers algorithms and attention, personas in an AI-first world, protecting brand while optimising for platforms, leadership clarity and the marketing metrics that may need to be reconsidered.

Rather than staying at the level of AI headlines, the discussion focuses on the practical decisions marketing leaders are facing now.

Listen to the full episode via the link in the comments.

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