The CEO of WPP fell victim to an elaborate deepfake scam that involved voice cloning the boss to solicit money and personal details from the company’s workforce.
New York Post’s Post
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In a real-life case study of how scammers are using the latest technologies to craft sophisticated and cunning attacks, the chief executive of British multinational communications company, WPP, Mark Read, was the target of a deepfake scam involving an artificial intelligence voice clone. Mr Read said in an email to staff, “We all need to be vigilant to the techniques that go beyond emails to take advantage of virtual meetings, AI and deepfakes.” By creating a WhatsApp account using an image of Read, and then scheduling a Microsoft Teams meeting with another senior WPP executive, scammers used a voice clone and YouTube footage to impersonate Read, asking another senior company executive to set up a new business, with the aim of stealing money and personal details. The scammers also impersonated Read in the meeting’s chat. Read more 👇 Protect your team and data by adding MailGuard to your security stack. Our email filtering solutions are recommended by AustCyber and defend against advanced attacks up to 48 hours ahead of the rest of the market. Make time to talk to our team of experts about fortifying your inboxes.
WPP chief exec Mark Read targeted by deepfake scammers
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Board Member @ PRNEWS.IO | Co-Founder, Marketing Specialist | Helping businesses be popular in media
Wanted to chat with you all about the crazy world of PR and media, especially when it comes to scams and fraud. You will be impressed with the creativity of the con men! Over at PRNEWS.IO, we're on a mission to crack down on those shenanigans and ensure everything's super safe for our clients. Take a peek at our product lineup, and you'll find a bunch of guidelines for getting your stuff published. No tricks or illusions here—these guidelines are based on over a decade of experience dealing with all sorts of tricky situations. For instance, we lay out in clear terms which links will get the dofollow treatment and which ones won't, avoiding any surprises after publication. Plus, we've put in measures to prevent publishers from pulling a vanishing act on their articles right after they're published, ensuring those pages stay up for indexing and all that good stuff. Dealing with scams and fraud in media is like riding a rollercoaster, and I've got a whole series of posts lined up to dive into it. Stick around as I spill the tea on some wild cases, share our secrets for handling them, and toss in some tips on avoiding sketchy contractors. Stay tuned for all the juicy details! And hey, why not share your favorite PR scams in the comments below? Let's spark some conversation and brainstorm ways to outsmart those cunning scammers. #fraudprevention #pr #paidmedia
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Corporate Communications Leader | Board Member | Media & Tech | Thought Leadership | Public Company Communications
Guidelines are no way to combat disinformation; only robust tech that can quickly detect it at the source will do the job. Has it been built yet? Brands, talent managers and political campaigns need tech like this, STAT. Until such a solution, now's the time to formulate rapid response crisis comms plans to mobilize and mitigate across stakeholders. If bad actors can readily deep fake Taylor's voice to lure unsuspecting fans with the promise of cookware, imagine the impact of more nefarious fraud. #ai #artificialintelligence #disinformation #deepfakes #crisismanagement #reputationmanagement
No, That’s Not Taylor Swift Peddling Le Creuset Cookware
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Cybercriminals leverage Star Squared PR’s brand identity to perpetrate job fraud on Telegram, other social platforms Link in the comments DC Priyan Star Squared PR #mediabrief #StarSquaredPR #Cybercriminal #PR #PublicRelations #fraudonTelegram #socialplatforms #digital #media
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Seemed like from about 2015 until 2021, a lot of advertisers were rightfully concerned about transparency practices, ad fraud, and other related concerns. It seems like folks found something else to be outraged about for a while, but did the problems go away? Not by a long shot. A few folks in the industry have continued the good fight all along, but as relates to your digital maturity having processes in place to monitor, prevent, and hold accountable for fraud, trafficking/tracking mistakes, sub-optimal media buying practices is crucial. You should always have a referee on your team whether that's to hold yourself accountable or your agency partners accountable. Check out this episode to dive in . . . and hopefully laugh with us.
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Patrick Soch said: we don't sugarcoat things around here (I love it!), the only reason people do this is because of laziness or complacency, and not having the systems and processes to scale... If you're in the media space or in the digital transformation space, check out this episode of our e-CENS Digital Disruption Podcast.
Seemed like from about 2015 until 2021, a lot of advertisers were rightfully concerned about transparency practices, ad fraud, and other related concerns. It seems like folks found something else to be outraged about for a while, but did the problems go away? Not by a long shot. A few folks in the industry have continued the good fight all along, but as relates to your digital maturity having processes in place to monitor, prevent, and hold accountable for fraud, trafficking/tracking mistakes, sub-optimal media buying practices is crucial. You should always have a referee on your team whether that's to hold yourself accountable or your agency partners accountable. Check out this episode to dive in . . . and hopefully laugh with us.
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🏦 Barclays operate in a category where many believe that forging an emotional connection is difficult. Some even suggest it’s impossible... But this is often because of the extremely narrow lens being taken to what it means to be “emotional”. 🕵️♂️ First aired in 2017, we tested “Digital Safety” again 7 years later to see if it was still striking the same chord with the public. And guess what? It hasn’t skipped a beat! What’s the learning for advertisers? Emotion is infinitely more complex than the blunt and narrow rhetoric that all you need to do is make people feel “happy”. 📺 Barclays prove that flipping the script and leveraging negative emotions can be a highly effective way to grab and retain viewers’ attention. But not just that, it also offers advertisers the potential to create something that is truly special. https://lnkd.in/gW4kFvWT
Barclays Explores our Emotional Depths | Advertising Testing
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Poor answer quality may be due to other considerations than fraud. Let’s take the problem of poor survey design, which can be frustrating to respondents. Again, this is not fraud but rather a lack of skill or talent on the part of the researcher. In the Instagram world that we live in, do we really assume that there is any incentive that can carry people through a 30 minute survey? If so, that remains just that - an assumption. 20 minutes of grid questions for a $0.75 incentive? Sure. 16 open-ended questions - 3 of which are attention traps? Why not? Any survey length but not optimized for a mobile device? What could go wrong? So today, the question to answer ourselves is simple: How many minutes into a survey would you give up answering or click randomly just to move on? Or, put another way, when choosing your vendor based on price, are you insisting on including enough money for incentive or do really want to get what you pay for? Are you or your client making multi-million dollar decisions and you want to save $500 on sample and/or incentives? #whatdoesfraudcostyou #restech #marketingresearch #samplefraud
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