Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

From ‘Creative Expression’ to ‘Corporate Culture Creation’: The Future of Branding that Accompanies Companies

Brand: CyberAgent

Campaign: NEW GREEN

Source: https://www.advertimes.com/20261001/article558638/

Goal: To design the relationship between brands and consumers through experience and maximize brand value.

Claim: Creating a future-oriented corporate culture.

Summary: CyberAgent has launched a new creative organization called 'NEW GREEN', which focuses on designing the relationship between brands and consumers through experiences, leveraging advanced technologies like AI, and collaborating with external creators across various fields. The initiative aims to solve complex corporate challenges and emphasizes the importance of a deep, active partnership between clients and agencies, moving beyond passive advertising approaches.

Japan

Special Public Opening of JINS Tokyo Headquarters Gallery Space, Expressing the Company’s Roots and Culture by YOSHIROTTEN

Brand: JINS

Campaign: JINS LIGHTSCAPE exhibition by YOSHIROTTEN

Source: https://www.advertimes.com/20260805/article552970/

Goal: Publicly exhibit art to express the company's roots and culture

Media: Gallery space

Summary: JINS has opened its gallery space in Tokyo for a special public viewing on August 8, showcasing the works of artist YOSHIROTTEN under the curation of Yuko Hasegawa. This exhibition includes three art pieces that merge natural elements with digital qualities, reflecting JINS' origins and culture through the interpretation of light.

art exhibition corporate culture JINS

Portugal

Honoring the Past and Imagining the Future with Ambition

Brand: EDP

Campaign: 50 Years Celebration

Source: https://www.imagensdemarca.pt/artigo/honrar-o-passado-e-imaginar-com-ambicao-o-futuro/

Goal: To celebrate the 50th anniversary of EDP and outline future ambitions in the energy sector.

Summary: EDP is celebrating its 50th anniversary with events focused on the company's history and its ambitions for the future, emphasizing the importance of energy independence and the impact of artificial intelligence on the global economy. The celebrations include a two-day event for over 5,000 national employees and the 'Imagine the Next 50 EDP Summit', featuring interviews with EDP's CEO and discussions on corporate culture and workforce restructuring.

anniversary artificial intelligence corporate culture EDP energy

Italy

Nestlé confirms its marketing investments in H2. ‘KitKat Heist’ is an example of the change in corporate culture

Brand: Nestlé

Campaign: KitKat Heist

Source: https://brand-news.it/brand/alimentari/food/nestle-conferma-nel-h2-gli-investimenti-in-marketing-kitkat-heist-e-un-esempio-del-cambiamento-della-cultura-aziendale/

Goal: To showcase a change in corporate culture

Summary: Nestlé confirms its continued investment in marketing for the second half of the year, using the 'KitKat Heist' campaign as an example of the company's cultural shift.

corporate culture KitKat marketing Nestlé