Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

Droga5 Dublin Puts Smyths Toys Catalogue at Heart of New European Brand Platform

Campaign: Smyths Toys Catalogue Campaign

Source: https://www.adworld.ie/2026/10/02/droga5-dublin-puts-smyths-toys-catalogue-at-heart-of-new-european-brand-platform/

Goal: To celebrate and reimagine the Smyths Toys catalogue as a beloved character for children

Claim: Let's play!

Media: TV, social, digital, in-store, retail offers, catalogue

Summary: Droga5 Dublin has launched a new brand platform for Smyths Toys that turns the retailer's longstanding catalogue into a character made from over 700 toys. This campaign aims to enhance the emotional connection families have with the catalogue during Christmas and marks a shift to a long-term brand strategy for Smyths Toys. The campaign will run across various media channels in eight European markets.

New Zealand

Let’s talk about feelings, and why marketers should care

Brand: Bayleys, NZTE

Campaign: Accelerate, Business Awards

Source: https://stoppress.co.nz/partner-articles/lets-talk-about-feelings-and-why-marketers-should-care/

Goal: Create emotional connections through impactful events

Claim: A win for you is a win for us all

Media: Events

Summary: The article discusses the importance of emotional connection in marketing, highlighting how AI has commoditized creative production. It presents examples from Uno Loco's work with Bayleys and NZTE, demonstrating how events can create genuine emotional reactions that enhance brand recognition and community.

Brand Building emotional marketing event marketing

Norway

She will lead the PR initiative at WAL

Brand: WAL

Campaign: PR Initiative

Source: https://www.kampanje.com/premium/hun-skal-lede-pr-satsingen-til-wal/1023795

Goal: To build a new PR division that integrates various communication disciplines.

Claim: PR in its broadest sense is becoming an increasingly important field for building strong brands.

Media: Social media, traditional media, online forums

Summary: Thea Rustad Bergan is leaving Try to lead the new PR initiative at WAL, indicating a shift to a more integrated and modern approach to public relations that acknowledges the importance of social media and customer engagement.

Brand Building public relations social media

Global

ADWEEK Creativity Advantage: Brands Must Cede Control In Their World-Building Era

Brand: McDonald’s

Campaign: 2026 FIFA World Cup Campaign

Source: https://www.adweek.com/creativity/adweek-creativity-advantage-brands-must-cede-control-in-their-world-building-era/

Goal: Create an expansive brand ecosystem

Media: Immersive experiences, creators, and fan interactions

Summary: McDonald’s has shifted its marketing strategy for the 2026 FIFA World Cup from traditional polished ads to building an expansive brand ecosystem that includes creators, fans, and interactive experiences across more than 110 countries.

Brand Building Marketing Strategy World Cup