Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

How to Row a Boat with ‘Flag Thinking’: Insights into Creative Direction from Ryuuichi Tanaka of Yomiuri Advertising

Brand: Sapporo Beer

Campaign: GOLD STAR

Source: https://www.advertimes.com/20260925/article557855/

Goal: To create a strong branding identity that resonates with consumers

Claim: A good mix of Yebisu and Black Label qualities

Summary: Ryuuichi Tanaka, the Creative Director at Yomiuri Advertising, emphasizes the importance of a core concept called 'flag thinking' in creative direction. He shares insights about his experiences, including the branding campaign for Sapporo Beer’s 'GOLD STAR', which successfully utilized elements from two major brands to create a strong communication strategy.

Portugal

MOP launches campaign that introduces ‘smart network’ and challenges traditional planning

Brand: MOP

Campaign: Com a rede certa, vai dar certo

Source: https://www.imagensdemarca.pt/artigo/mop-lanca-campanha-que-apresenta-rede-inteligente-e-desafia-o-planeamento-tradicional-do-ooh/

Goal: To challenge traditional Out-of-Home planning by focusing on audience, context, and timing.

Claim: With the right network, it will work

Media: Out-of-Home, television, digital channels

Summary: MOP has launched a new campaign aimed at transforming the perception of Out-of-Home advertising. It advocates for a shift from a quantity-based approach to one that emphasizes audience, context, and timing. The campaign introduces the concept of a 'smart network' that uses data to identify the most suitable formats for specific campaign objectives, featuring various examples such as the Game Days Network and the Petcare Network. The communication is accompanied by fictional products created to visualize the desired outcomes from effective advertising.

audience targeting Campaign Strategy digital expansion out of home advertising

USA

Around the World: Women’s sport asks UK Treasury for subsidy

Brand: Chipotle

Campaign: Behind the Foil

Source: https://stoppress.co.nz/stoppress-exclusives/around-the-world-womens-sport-ask-uk-treasury-for-subsidy/

Goal: To showcase diverse interpretations of the brand through influencers

Media: Influencer channels, television

Summary: Chipotle launched the campaign 'Behind the foil', allowing 100 diverse creators to share their unique interpretations of the brand directly from its kitchens without scripts or approvals. The campaign aims to differentiate itself from traditional foodie influencers, leveraging the creators' combined 100 million followers.

Campaign Strategy food industry influencer marketing

Indonesia

BCA named ‘Marketer of the Year’ at MEA Indonesia for the third year running

Brand: Bank Central Asia (BCA)

Campaign: Sepanjang Jalan Pegangan, #DeterminedToWin, Poket Valas, Modus Agak Laen – Don’t Know? Kasih No!, #SekarangWaktunya BCA Expoversary 2025

Source: https://www.marketing-interactive.com/bca-named-marketer-of-the-year-at-mea-indonesia-for-the-third-year-running

Goal: Elevate brand awareness and marketing excellence

Media: Various media channels including digital and influencer marketing

Summary: Bank Central Asia (BCA) has been recognized as the 'Marketer of the Year' at the Marketing Excellence Awards Indonesia for the third consecutive year, winning multiple awards across various categories for their standout campaigns developed in collaboration with several agencies.

brand awareness Campaign Strategy Marketing Excellence Awards