Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

Irish Times Launches Volvo-Branded ‘Detours’ Series with Craig Doyle

Brand: Volvo

Campaign: Detours

Source: https://www.adworld.ie/2026/09/04/irish-times-launches-volvo-branded-detours-series-with-craig-doyle/

Goal: To bring Volvo’s values around safety, sustainability, and human connection to life through personal storytelling

Claim: For Life

Media: The Irish Times’ digital platforms, Spotify, YouTube

Summary: The Irish Times has partnered with Volvo and The HIVE Agency to launch 'Detours', a branded content series hosted by Craig Doyle. The series aims to explore personal stories of well-known Irish personalities using Volvo cars as the backdrop, emphasizing the brand's values through storytelling instead of conventional advertising.

Ireland

GrowthStory Sets Out Its Stall with Eileen Ruddy as New MD

Brand: GrowthStory

Campaign: GrowthStory Podcast vs Social Attitudes Barometer

Source: https://www.adworld.ie/2026/08/28/growthstory-sets-out-its-stall-with-eileen-ruddy-as-new-md/

Goal: To deliver business and brand impact using audio and video-first creator media.

Claim: Great stories are one of the most powerful levers of long-term business growth.

Media: podcasts, social media, video, audio

Summary: GrowthStory, a rebranded agency from Sing!, focuses on branded content and partnerships in creator media under the leadership of Eileen Ruddy. The agency aims to help brands authentically connect with audiences through creator media and has launched a podcast study in partnership with RED C Research to explore user experiences and attitudes towards content.

branded content creator media digital media podcasting

Argentina

Corbelle, Repetto, and Castellani: ‘We seek a creative idea where, if the brand is removed, the story doesn’t work.’

Brand: Naranja X

Campaign: Archivo X

Source: https://www.adlatina.com/publicidad/buscamos-una-idea-creativa-donde-si-sacas-la-marca-la-historia-no-funciona

Goal: Create a branded content series that integrates the brand into the story.

Media: Digital series

Summary: The article discusses the development of 'Archivo X', a vertical fiction series created as branded content for the financial brand Naranja X. The creative team at Shorta emphasized the importance of embedding the brand within the narrative, aiming for it to be a crucial element rather than a mere advertisement. The series seeks to humanize the brand and engage audiences more deeply than traditional advertising formats.

advertising branded content storytelling

Argentina

Pre-screening: Naranja X and Shorta present ‘Archivo X’, a vertical series that will be seen in Latin America

Brand: Naranja X

Campaign: Archivo X

Source: https://www.adlatina.com/publicidad/preestreno-naranja-x-y-shorta-presentan-archivo-x-una-serie-vertical-que-se-vera-en-latinoamrica

Goal: To explore new ways to connect with audiences through integrated storytelling.

Claim: A new form of dialogue between a brand and its audience.

Media: Vertical micro-series for mobile devices

Summary: Naranja X and Shorta have launched 'Archivo X', a vertical micro-series designed for mobile consumption, consisting of 31 episodes that integrate the brand organically into the story instead of using traditional product placement. This initiative aims to innovate brand-audience interaction through authentic storytelling.

branded content vertical series

Global

Retail Media’s Next Evolution: Getting Into Content

Brand: Albertsons

Campaign: Rico’s Tacos

Source: https://www.adweek.com/commerce/retail-medias-next-evolution-getting-into-content/

Goal: To sell creative services through branded content

Media: branded content, creative formats, retail media

Summary: Albertsons has launched its first branded content series called 'Rico’s Tacos' in collaboration with Procter & Gamble, using the retailer's data. This initiative is part of a broader trend among retail media sellers like Walmart and Instacart, who are expanding their offerings to include creative services and updated ad formats.

branded content creative services retail media