Welcome to the automated Brand Tracker diaries.
Arera Seeks a Communication Agency. There Are Rules on AI
Goal: Raise awareness about regulated service conditions
Media: TV, radio, digital, print
Summary: Arera has launched a tender for an integrated communication agency to support its media and communication needs for the next three years, with a budget estimated at 2.6 million euros. The agency will handle the creation, execution, dissemination, and monitoring of campaigns focused on regulated services such as electricity and gas. Agencies are required to provide a creative project on energy and environment bonuses, and the use of artificial intelligence in the process is encouraged.
SHIFT HAPPENS
Source: https://www.media-marketing.com/kolumna/shift-happens/
Goal: To showcase adaptability and resilience in the face of unexpected changes.
Claim: We cannot stop change, but we can choose how to respond to it.
Summary: The article reflects on the fifth edition of the communication conference SHIFT HAPPENS, highlighting the evolution of the event and the team's ability to adapt to unforeseen challenges, including a last-minute change of venue. The author emphasizes the importance of acknowledging and responding to change, using the situation to ultimately enhance the conference's impact by hosting it in a historic building.
One NZ and McCann showcase value of phone calls
Source: https://stoppress.co.nz/campaigns/one-nz-and-mccann-showcase-value-of-phone-calls/
Goal: Encourage people to stop texting and rediscover the value of phone calls
Claim: Let's get connected
Media: Out of home and print
Summary: One New Zealand, in collaboration with McCann New Zealand, has launched a campaign called 'Misinterpreted' to encourage young Kiwis to prioritize phone calls over text messages. The campaign points out the confusion often caused by texting, using examples of ambiguous emojis and phrases, and promotes the clarity that comes with voice communication.
Aaron Judge and Legora Connect Sports to Law
Source: https://www.resume.se/marknadsforing/kampanj/legora-gar-fran-golf-till-baseball-i-ny-kampanj/
Goal: To connect the world of sports with the legal profession by illustrating what lawyers should focus on.
Claim: Focus where it matters the most
Summary: The campaign features New York Yankees star Aaron Judge and uses baseball's strike zone as a metaphor for what lawyers should prioritize in their work. It aims to show that, similar to Judge's quick decision-making on the baseball field, lawyers need to minimize time spent on research and administration to focus on areas where their expertise makes the biggest impact.
Will AI Replace Parents? O2 Foundation Offers Concrete Help and Launches Safe Online
Goal: To enhance online safety for children through parent-child communication
Claim: Your mom vs. AI mom
Media: Educational games, guides, expert materials
Summary: The O2 Foundation has launched a new version of its educational program 'Safe Online' aimed at helping parents, children, and teachers discuss online safety and digital communication. Research among 1,700 children revealed that safety in the online world relies more on open communication than on parental controls alone, leading to the campaign 'Your mom vs. AI mom', which emphasizes the importance of dialogue between parents and children regarding digital activities.
APRA Launches Podcast Masírka with Michaela Chrpová and Ondřej Šveda
Goal: To promote open discussion about public relations and communication.
Media: Podcast
Summary: The Association of Public Relations (APRA) is launching a new podcast titled Masírka, hosted by Michaela Chrpová and Ondřej Šveda. The podcast aims to provide an open perspective on current PR, communication, media, and marketing through discussions that include both agency and client viewpoints. It is intended to foster dialogue among PR professionals, marketers, media, students, and the general public, covering topics often overlooked in traditional formats.
Vodafone Marks 25 Years with Red Bench Series from Folk VML
Source: https://www.adworld.ie/2026/08/28/vodafone-marks-25-years-with-red-bench-series-from-folk-vml/
Goal: To celebrate 25 years in the Irish market by highlighting the importance of personal connections through communication.
Claim: Celebrating the remarkable impact of personal communication.
Media: Social media
Summary: Vodafone Ireland has launched the 'Red Bench Series' campaign to commemorate its 25 years in the Irish market. The campaign features well-known Irish personalities sharing impactful personal stories on a red bench, symbolizing connection. It reflects on how communication technology has evolved while the significance of personal connection remains constant.
Triglav Group increased its business volume by 13 percent in the first half – Marketing Magazine
Goal: To promote a new communication platform
Claim: First to you, then to yourself
Summary: Ora launched a new communication platform titled 'First to you, then to yourself' in celebration of its 60th anniversary.
These Guys I Know launches PR system Circulate
Source: https://stoppress.co.nz/news/these-guys-i-know-launches-pr-system-circulate/
Goal: Help organizations elevate their profiles and strengthen market position
Claim: Effective storytelling is a connected system
Media: News media, social platforms, customer communications, stakeholder communications
Summary: These Guys I Know has launched Circulate, a new PR and storytelling system designed to help organizations identify and develop strong stories for distribution across multiple channels. This system aims to simplify the communication process amidst the complexities of multiple platforms, ensuring that storytelling remains clear and impactful.
Thinking ‘Only Donald Can Save the World’ in a Cafe Toilet
Source: https://www.advertimes.com/20260807/article552822/
Goal: To communicate the value of marriage while acknowledging diverse lifestyles.
Claim: Only Donald can bring peace and prosperity to the world.
Media: Print media
Summary: The article discusses the importance of effective communication that considers the audience, using the example of a compelling campaign for Zexy, which succeeded in promoting the value of marriage without dismissing those who choose not to marry. It highlights how this approach can bridge divides in society.
Gastón Bigio and Sean Summers: ‘The Only Risk is Not Taking Risks’
Source: https://www.adlatina.com/publicidad/gastn-bigio-y-sean-summers-el-nico-riesgo-es-no-arriesgar
Goal: To transform cultural relevance and audience attention into concrete results for brands
Claim: The only risk is not taking risks
Media: Event sponsorship and networking
Summary: In this episode of Market Minds, Gastón Bigio, founder of Gut, and Sean Summers, EVP of Mercado Ads & CMO of Mercado Libre, discussed the importance of taking risks in communication and marketing during their conversation at Cannes Lions 2026. They emphasized the need for continuous reinvention in marketing strategies to maintain success and relevance amidst competition.
The Girls Larsson Launches Summer Sound Crossword 2026
Goal: To highlight the role of sound in communication and engage the industry in a playful challenge during summer.
Claim: Sound has the power to create emotions, build brands, and tell stories.
Media: LinkedIn
Summary: Flickorna Larsson's summer campaign, Sommarljudkrysset, invites industry colleagues to test their sound skills over four weeks with a chance to win a workshop and discounted production services. The campaign features sound clips and multiple-choice questions, aiming to emphasize the importance of sound in communication. The winner will be announced on August 12, 2026.
Kapusons Wins Communication Tender of the Marche Region
Goal: Modernization of institutions and labor market services
Media: Digital and traditional promotional campaigns
Summary: Kapusons has won the communication tender launched by the Marche Region for the acquisition of integrated information and communication services aimed at modernizing institutions and labor market services. The main tasks involve creating graphic and visual identity as well as managing digital and traditional promotional campaigns.
Luxauto deploys its new communication territory with YOU
Source: https://www.adada.lu/2026/07/luxauto-deploie-son-nouveau-territoire-de-communication-avec-vous/
Goal: To establish a new communication territory
Summary: Luxauto is launching its new communication territory named 'VOUS', aiming to enhance its brand presence and engagement with customers.
Jenny Nygaard at WergelandApenes Answers in Summer Conversation
Goal: Break down prejudices and misconceptions related to job inclusion
Summary: In an interview for 'Sommerpraten', Jenny Nygaard, the agency leader of WergelandApenes, discusses her summer plans and reflects on her experiences traveling in remote areas. She highlights her admiration for colleagues at WergelandApenes due to their impressive teamwork and productivity following a financially challenging year. Nygaard also praises the campaign 'Attractive Enough?' by Fretex Jobb, which aims to challenge societal prejudices around employment inclusion.
Six IPRA Awards for Five Croatian Agencies
Source: https://www.media-marketing.com/vijesti/sest-ipra-nagrada-za-pet-hrvatskih-agencija/
Goal: Promote correct posture
Summary: Several Croatian agencies received accolades at the IPRA Golden World Awards, with Millenium promocija winning two awards for campaigns aimed at community relations and healthcare. Examples include 'Ispravi se' for Croatia Poliklinika and '#SaveYourSkin' for La Roche-Posay. Other recognized agencies tackled diverse themes across various categories, demonstrating the scope and versatility of Croatian marketing and PR initiatives.