Latest news with #BASE


Forbes
2 days ago
- Business
- Forbes
How To Break The Traditional Agency Model (And Build Something Better)
Andriy Chumachenko is CEO and Founder of BASE, an Ukraine-based B2B-marketing agency. Earlier this year, I launched a new agency, starting with a small team I brought over from my other agency. We intentionally chose to do things differently. The traditional agency model, where project managers juggle 10 to 20 clients and act as intermediaries between the business and execution teams, no longer makes sense for many modern companies. What businesses actually need today is a marketing partner who can think, prioritize and act from within—not someone who simply routes tasks to freelancers or in-house teams. That's the gap we saw. That's why we built a model around embedded marketers, not account managers. Below, I'll show you how this works, and I'll share a framework for how other agencies can shift to this approach. Why The Traditional Model Falls Short In most agencies, the workflow looks like this: A project manager receives requests from the client, passes them to a designer, a copywriter, or a PPC specialist, collects the deliverables, and sends them back. It's organized and convenient but often shallow. The PM typically doesn't challenge the client's thinking, question business priorities or engage with product metrics. They manage scope, not impact. And they rarely have the context or capacity to act as a true strategic advisor. This model was efficient in more predictable times. But in 2025, companies operate in uncertainty by default. They face budget constraints, shrinking margins, chaotic markets and internal staffing issues. In that environment, you don't need someone to 'take the task and run.' You need someone to ask, 'Why are we even doing this?' Shifting From Coordination To Ownership I've spent nearly two decades building marketing teams, most of that time as a co-founder of one of Eastern Europe's largest agencies. Over time, I saw a pattern: Even great execution teams fail when no one owns the strategy. In our agency, each client works directly with a marketing lead, not a coordinator. This lead owns the marketing direction, makes strategic decisions and limits their focus to three or four clients at most. These marketers are expected to understand the client's business model, contribute to discussions with founders and proactively build plans based on business priorities, not internal agency resourcing. For example, one marketing lead noticed that a client was spending over 70% of their budget on paid media while neglecting retention. Within two weeks, they restructured the funnel, launched a basic email sequence and improved the repeat purchase rate by 22%. In another case, a lead challenged the client's initial request for SEO and instead prioritized fixing broken analytics and revisiting the product's positioning, unlocking more valuable growth opportunities. This approach means fewer layers, fewer misunderstandings and faster decision-making. But it also means hiring differently. You need to look for strategic marketers with real business empathy, not just execution skills. How To Shift Your Approach We launched our agency during wartime (we're based in Ukraine), so we couldn't afford to overplan. We used a framework I call DAR: discovery, action and reflexivity. If you're considering evolving your own model, here's how to apply it. Talk to your past and current clients, even if the conversations feel uncomfortable. Ask them what they really expect from a marketing partner. Don't assume the brief they give is the real problem. Look for patterns in their frustrations—like delayed responses, generic reporting or lack of business context. Create a simple matrix of 'what they get' versus 'what they need,' and use that to reassess your agency's positioning and roles. Pick one clear problem to solve, and one clear format to test. Don't get stuck in deck-building or over-polishing your offer. Build a no-frills version of the service and launch it with your most trusted clients or network contacts. Clarity beats complexity. If you're not getting traction within two to four weeks, revise or kill it. Block time every four to eight weeks to review how your offer is actually working. Where are clients stalling? Where is your team struggling? Talk to clients who left or went silent. Use that feedback to tweak—not just your pricing or workflows, but your actual value proposition. Make it a habit, not a crisis response. This loop (discovery, action, reflexivity) can help you stay grounded and move fast. Final Thoughts Most businesses don't need more vendors. They require someone who can step in, make sense of the noise and take responsibility. That's not a job for a project manager. It's a job for marketers who think like founders. And these are the kind of partners more companies will need in the years ahead. If you're leading an agency, the next step is simple: pick one client and go deeper. Show up not as a service provider, but as a business partner. That's where real differentiation begins. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Yahoo
3 days ago
- Science
- Yahoo
Scientists Created an Antimatter Qubit That Could Upend Physics
"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." Here's what you'll learn when you read this story: The explanation behind the universe's matter-antimatter asymmetry—an apparent violation of a fundamental law of nature known as charge-parity-time (CPT) symmetry—is one of particle physics' greatest mysteries. A new study details how scientists at CERN created antimatter qubits, which could improve physicists investigations into magnetic moment differences between matter and antimatter. This breakthrough—along with CERN's ongoing effort to protect the transport of particles to other laboratories—could drastically improve baryonic antimatter research. The universe is filled with something instead of nothing—and that's a problem. Well, a quick clarification: This unexplainable quirk of science is great news for you, me, and every other living being throughout the cosmos, since it means that we (being made of matter) get to exist. But from a particle physicist's perspective, it represents a massive gap of knowledge in the Standard Model, which is our current best guess at explaining the strange world of the subatomic. The Swiss-based particle physics laboratory CERN, home of the Large Hadron Collider, is at the forefront of exploring this particular unknown, which is an apparent violation of a fundamental law of nature known as charge-parity-time (CPT) symmetry. This nearly 75-year-old theory posits that matter and antimatter behave identically, meaning that they should have annihilated each other mere moments after the Big Bang. But for some reason, matter prevailed. Now, a recent study—led by scientists at CERN and published in the journal Nature—details a new tool in their exploratory toolbox for trying to understand why the universe contains something instead of nothing. At its most basic, researchers created the world's first antimatter 'qubit'—the quantum-powered building blocks of quantum computers—in an effort to study matter-antimatter asymmetry with higher fidelity. This was achieved by the Baryon Antibaryon Symmetry Experiment (BASE) collaboration using the antimatter factory at CERN. Like most things that deal with quantum properties, the main challenge was keeping the antiproton from experiencing decoherence, in which a qubit loses its quantum properties via disruptions from the surrounding environment. The researchers successfully kept the antiproton trapped and oscillating smoothly between quantum states for almost a minute and then measured transitions between magnetic moments using a process known as 'coherent quantum transition spectroscopy.' Although an incredibly complicated process, CERN describes this method like pushing a child on a swingset: With the right push, the swing arcs back and forth in a perfect rhythm. Now imagine that the swing is a single trapped antiproton oscillating between its spin 'up' and 'down' states in a smooth, controlled rhythm. The BASE collaboration has achieved this using a sophisticated system of electromagnetic traps to give an antiproton the right 'push' at the right time. And since this swing has quantum properties, the antimatter spin-qubit can even point in different directions at the same time when unobserved. This qubit isn't destined to run in some hyper-advanced quantum computer. Instead, its role lies in exploring the very edge of the standard model of particle physics. Previously, BASE collaboration has shown that magnetic moments of protons and antiprotons are identical up to just a few parts-per-billion—any detectable deviation would violate CPT symmetry and possibly explain why protons outnumbered antiprotons following the Big Bang. However, these results used incoherent techniques impacted by magnetic field fluctuations and perturbations caused by the measurements themselves. This new technique suppresses those interferences and makes coherent observations that are many times more accurate than previous magnetic moment experiments. 'This represents the first antimatter qubit and opens up the prospect of applying the entire set of coherent spectroscopy methods to single matter and antimatter systems in precision experiments,' BASE spokesperson Stefan Ulmer, a co-author of the study, said in a press statement. 'Most importantly, it will help BASE to perform antiproton moment measurements in future experiments with 10- to 100-fold improved precision.' And this new level of precision is only the beginning. A simultaneous effort known as BASE-STEP (Symmetry Tests in Experiments with Portable Antiprotons) utilizes a portable trap system so antiprotons can be transported to other facilities with more stable environments. In October of last year, BASE-STEP successfully transported 70 protons via truck on a round trip at CERN's main site. This will allow labs throughout Europe—and maybe, one day, the world—to work on one of physics' most puzzling mysteries. You Might Also Like The Do's and Don'ts of Using Painter's Tape The Best Portable BBQ Grills for Cooking Anywhere Can a Smart Watch Prolong Your Life? Solve the daily Crossword


Scientific American
4 days ago
- Science
- Scientific American
First-Ever Antimatter Qubit Could Help Crack Cosmic Mysteries
Physicists have created a quantum bit, or qubit, the fundamental storage unit of a quantum computer, out of antimatter for the first time. The researchers used magnetic fields to trap a single antiproton—the antimatter version of the protons inside of atoms—and measured how fast its spin changed direction for almost a full minute. The findings were published on July 23 in the journal Nature. Quantum computers made of antimatter qubits are still a long way off and would be much harder to build than matter quantum computers—which are already extremely tricky. The feat is exciting, however, because of what such antimatter experiments could reveal about the universe itself. A particle's spin can be in a state of 'up' or 'down,' just like a computer bit can take on a state of '0' or '1.' But where a classical bit must be in either of the latter two states, the antiproton qubit's spin could be up, down or any combination of both at the same time. This fantastical ability of qubits is what sets them apart from classical bits and promises that quantum computers will one day offer incredible improvements in calculation speed and ability compared with today's computers. On supporting science journalism If you're enjoying this article, consider supporting our award-winning journalism by subscribing. By purchasing a subscription you are helping to ensure the future of impactful stories about the discoveries and ideas shaping our world today. The experiment demonstrated an unprecedented level of control over antimatter, says physicist Vincenzo Vagnoni of the Italian National Institute of Nuclear Physics (INFN), who was not involved in the experiment. 'This is thanks to [the researchers'] development of highly efficient antiproton magnetic traps, which can keep antiprotons 'alive' without them annihilating with matter. While we are still far from the curvature engines of the Star Trek saga, this is the closest thing to them that has been developed on Earth so far,' Vagnoni says, referring to the science-fiction franchise's warp drive engines fueled by antimatter. Setting sci-fi aspirations aside, the achievement could help physicists solve the mystery of why the universe is dominated by matter and not antimatter—in other words, why the universe around us exists at all. 'If you are just looking into the physics, there's absolutely no reason why there should be more matter than antimatter,' says Stefan Ulmer, a physicist at CERN, the European laboratory for particle physics near Geneva, and spokesperson for its Baryon Antibaryon Symmetry Experiment (BASE). Yet there is almost no antimatter in the cosmos, whereas matter is abundant. 'The big motivation for these experiments is: we are looking for the reason why there might be a matter-antimatter asymmetry,' Ulmer says. One potential reason could be a difference between the proton and the antiproton in a property called the magnetic moment. Protons and antiprotons have electric charge—the proton's charge is positive, and the antiproton's is negative. These charges make the particles act like little bar magnets that point in different directions depending on the orientation of their spin. The strength and orientation of the magnet is called the particle's magnetic moment. If it turns out that the magnetic moments of protons and antiprotons are not the same, that could explain why matter won out over antimatter in the universe. So far, measurements have found no difference between the two to an accuracy of 1.5 parts in a billion. But scientists had never before been able to measure the oscillation of the magnetic moment of single protons or antiprotons—or of any other fundamental particles. Similar previous experiments only measured the phenomenon in ions or charged atoms. 'We can now have full control over the spin state of a particle,' says the new study's lead author Barbara Latacz of CERN and the RIKEN Advanced Science Institute in Japan. 'For fundamental physicists, it's a super exciting opportunity.' The researchers hope to use the technique to improve the precision of the measurement of the magnetic moment in protons and antiprotons by a factor of 25. If they ever discover a difference or find some other discrepancy between matter and antimatter, then antimatter quantum computers could become worth building, despite the difficulty. 'If there is any surprise in matter-antimatter asymmetry, it could be interesting to do basically the same calculations with matter qubits and antimatter qubits and compare the results,' says Ulmer, who is also based at RIKEN.


Sinar Daily
6 days ago
- Entertainment
- Sinar Daily
Nearly 70, Captain A. Aziz still ‘jumps from the sky' with unwavering passion
One of the most unforgettable incidents was when he collided with the structural mast of the Kuala Lumpur Tower during a BASE jump in 2004. 26 Jul 2025 02:05pm Ababil Base Jump Club chairman Abdul Aziz Ahmad. Photo by Bernama PUCHONG - While many his age might prefer light exercises or quiet time with family, retired Captain A. Aziz Ahmad continues to embrace life the extreme way - this time by joining the Genting Highlands International Base Jump 2025, leaping from a height of 6,106 feet above sea level. The president of Kelab Ababil Base Jump said he wants to live courageously, believing that age is merely a number and that life should be fully enjoyed - even as he prepares to turn 70 on October 1. "I began jumping at 19 and previously served in the Air Force Ground Defence Unit (HANDAU), now known as the Special Air Service (PASKAU). "That's why I've logged over 3,500 jumps - though I stopped counting after that. Jumping makes me feel young again, and I've really looked forward to Genting Highlands because it's a challenge - jumping above the clouds,' he said at a press conference on the event here recently. Ababil Base Jump Club chairman Abdul Aziz Ahmad (centre), with Hoverland Sdn Bhd Executive Director Frank See (second from right) and Executive Vice President of Ion Majestic Hospitality, Tee Yih Fung (left), posing for a photo during the Ababil Base Jump Club press conference announcing the Genting Highland International Base Jump 2025 extreme sports event at NCT Tower. Photo by Bernama Recalling a harrowing moment in his jumping career, A. Aziz said one of the most unforgettable incidents was when he collided with the structural mast of the Kuala Lumpur Tower during a BASE jump in 2004, which left his left thigh severely fractured - now reinforced with permanent titanium implants. Despite several serious injuries, his spirit remains unshaken. "My thinking is - why should I stop? There are people who've climbed Everest with prosthetic legs. If we're fully able-bodied, why can't we do it?' said A. Aziz, who aims to make at least two jumps daily at the Genting Highlands event. Meanwhile, another Malaysian jumper, Shamsudin Mohamed Amin, who has 28 years of experience in the field, said feeling fear before a jump is a natural human instinct. However, he views that fear as a source of strength - one that sharpens focus, especially since jumping techniques remain consistent regardless of location. "For me, the Genting Highlands experience will be unique because of the mountainous terrain and elevation. Normally on the mainland, everything is level. "I'm targeting three jumps per day, but that depends on factors like how quickly I can pack my parachutes. I've got three parachutes of my own,' he said. The event at Genting Highlands is organised through a collaboration between Hoverland Sdn Bhd and Kelab Ababil Base Jump, and will gather over 50 professional jumpers from around the world from October 17-19 at the Wyndham Grand Ion Majestic Hotel, Genting Highlands. For safety assurance, trial runs involving eight professional jumpers were conducted on July 5-6. Other safety measures include the deployment of medical teams, ambulances, and official involvement from the Fire and Rescue Department of Malaysia, Royal Malaysia Police (PDRM), and the Civil Defence Force (APM). BASE jumping, an extreme sport, derives its name from the four launch categories - Buildings, Antennas, Spans (bridges), and Earth (natural high points). - BERNAMA More Like This


The Sun
7 days ago
- Sport
- The Sun
BASE jump accident in Kuantan leaves one injured, two safe
KUANTAN: A BASE jumper sustained injuries while two others landed safely after veering off course during the BASE Jump Extreme Challenge, part of the Pesta Kuantan 188 festivities. The incident occurred at approximately 5 pm yesterday near the Kuantan 188 tower. Acting district police chief Supt Mohd Adli Mat Daud confirmed that Zainal Chik, 62, crash-landed on a concrete surface. 'The jumper was taken to Tengku Ampuan Afzan Hospital and is currently in stable condition,' he said in a statement. Two other participants, Australian Andrew Morcombe, 35, and local Manan Mahusin, 64, escaped unharmed. Morcombe landed in a tree, while Mahusin landed in a nearby river. 'The organisers and on-site safety personnel responded swiftly to assist the participants,' Mohd Adli added. Preliminary investigations suggest strong winds and technical factors during landing may have contributed to the incident. The event featured 17 participants from Malaysia and abroad, highlighting the risks associated with extreme sports. - Bernama