Welcome to the automated Brand Tracker diaries.
Meta touts industry-leading ad revenue growth, but AI unease rises
Goal: Enhance campaign performance via AI
Claim: AI investments are paying off, leading to faster revenue growth.
Media: Facebook, Instagram
Summary: Meta reported a 27% year-over-year growth in advertising revenue, totaling $59.4 billion in Q2. The company emphasized the positive impact of its AI initiatives, particularly its Advantage+ suite and Meta Generative Recommender, which enhance ad performance. Despite skepticism around AI spending and a disappointing Q3 revenue forecast, Meta aims to maintain its lead in digital advertising.
How ‘Agentic Commerce’ is Changing the Future of Consumer Behavior and Advertising Transactions
Source: https://www.advertimes.com/20260731/article551586/
Goal: To enhance consumer shopping experiences through AI-driven recommendations
Claim: Transforming consumer behavior and advertising transactions
Media: Mobile, TV, and online platforms
Summary: InMobi Japan's Ryosuke Izumi discusses the rise of 'Agentic Commerce,' a concept developed in collaboration with Glance, that integrates customer data and advertising through a sophisticated AI system. This system aims to enhance consumer shopping experiences by creating a 'digital twin' of users to provide personalized purchasing recommendations. Notably, Fossil's use of Glance CTV in marketing showcased significant increases in ad recall and brand awareness. The article highlights three shifts in the market affecting brands, including the transition from search-driven to AI-driven purchasing behaviors, evolution in programmatic advertising, and the need for unified multi-screen customer experiences.
There is no future without the past, nor innovation without creativity
Source: https://www.imagensdemarca.pt/artigo/nao-ha-futuro-sem-passado-nem-inovacao-sem-criatividade/
Goal: To connect with younger consumers through digital platforms
Claim: Coffee brings people together
Media: Digital platforms
Summary: The article discusses Delta-Cafés' innovative approach to their digital campaign featuring Mariana Cabral and Catarina Gouveia, aiming to attract younger consumers by emphasizing the connection coffee creates among people, despite differences. It also highlights EDP’s 50th anniversary and their commitment to leading in renewable energy.
Hypermedia and Majid Al Futtaim unveil landmark digital bridges in Dubai and Sharjah
Goal: Create a high-impact media presence across commuter corridors
Claim: Locations like Mall of the Emirates and Al Zahia define how media should evolve
Media: Digital bridge installations
Summary: Hypermedia has partnered with Majid Al Futtaim to install landmark digital bridges in Dubai and Sharjah, enhancing visibility and media presence along busy commuter routes, aimed at connecting premium retail destinations with high audience movement.
Saylor Launches Creator Studio Fleet
Source: https://www.adweek.com/agencies/saylor-creator-studio-fleet/
Goal: To formalize creator services for content development and partnerships
Claim: Bridging the gap between creators and brands
Media: Social media
Summary: Saylor, a social-first agency, has launched Fleet, a creator studio that consolidates creator casting, content development, and brand partnerships into one cohesive offering. This move is seen as a response to the increasing importance of creators in digital marketing and aims to foster ongoing partnerships rather than isolated deals. The agency has also appointed Nneka Enurah Lee as head of creator partnerships to lead this new initiative.
‘Emotion is Everything’ – Digital Day Out Wrap-Up
Source: https://stoppress.co.nz/news/emotion-is-everything-digital-day-out-wrap-up/
Goal: To raise awareness about train safety and reduce accidents
Claim: Emotion is everything
Media: Video
Summary: The article discusses the Marketing Association’s Digital Day Out, highlighting two major campaigns by John Mescall: 'Dumb Ways to Die' for Metro Trains, aimed at reducing train-related accidents through emotional engagement, and 'Fearless Girl,' which challenges corporate patriarchal norms. Mescall emphasizes the importance of emotion in marketing to drive impactful results.
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.
Asher Wren from Dept Talks About Courage, Ideas, and the Future of Brands
Goal: Attract a new generation of luxury wine consumers
Summary: Asher Wren, the Vice President of Growth at Dept, discusses the agency's innovative approach to marketing, emphasizing the need to challenge client briefs and set trends rather than just follow them. He highlights the success of global brands like Google and eBay, and explains how Dept merges technology with creativity to unlock potential for ambitious companies. The agency's recent project involved developing the branding for Constellation Brands' premium wine label 'Unshackled' aimed at younger consumers.
Omnicom Media launches Flywheel in Latin America
Source: https://www.adlatina.com/agencias-de-medios/omnicom-media-lanza-flywheel-en-latinoamrica
Goal: To enhance sales, market share, and profitability through digital commerce.
Claim: Connected Commerce
Media: ecommerce, retail media, digital shelf
Summary: Omnicom Media has launched Flywheel in Latin America, aiming to provide a specialized global solution in Connected Commerce. This initiative will operate in multiple countries, integrating digital commerce strategies to improve sales and market performance. Flywheel aims to streamline operations that have often been treated separately, enhancing decision-making and growth opportunities for brands.
The Globe and Mail Creates a System for Various Themes from Its Headline
Goal: To adapt the existing brand identity for a digital audience
Media: Television, outdoor advertising, print, digital channels, audio formats
Summary: The Globe and Mail, a Canadian newspaper, is utilizing its headline as a flexible visual system that can change based on ad themes. The campaign 'What Shapes Your World?' developed by VML Canada modifies the original headline structure while keeping it recognizable. It was launched in March 2026 with various adaptations across multiple media platforms to connect with a digital audience.
Kolsquare launches Kolsquare MCP – Strategies
Source: https://www.strategies.fr/actualites/agences/LQ6435510C/kolsquare-lance-kolsquare-mcp.html
Goal: To launch a new influencer marketing platform
Summary: Kolsquare has launched Kolsquare MCP, a new platform that aims to enhance influencer marketing strategies by providing innovative tools for brands and marketers. This initiative includes features designed to facilitate better collaboration and more effective campaigns.
NOS Launches Summer Campaign Dedicated to Artificial Intelligence with José Condessa
Goal: Show how technology can simplify everyday life during vacations
Claim: A network that never takes a vacation from Artificial Intelligence
Media: Television, cinema, digital platforms
Summary: NOS has launched its new summer campaign focusing on Artificial Intelligence, featuring actor José Condessa. The campaign showcases an AI agent helping with typical summer tasks, emphasizing the need for reliable internet for AI to be truly useful. It also includes a digital component encouraging collaborative storytelling with AI prompts and educational tutorials on AI literacy. Developed by agency O Escritório, the campaign started on July 20 and will be present across various media.
NZ On Screen invites Kiwis to find what they’ve been missing in first major campaign
Goal: Encourage Kiwis to rediscover New Zealand screen stories
Claim: Find what you’ve been missing
Media: cinema, TVNZ+, Meta, digital display, out of home
Summary: NZ On Screen, in collaboration with Coles & Co, launched its first major campaign to mark the relaunch of its platform, which now offers over 120 feature films and thousands of free local titles. The campaign 'Find what you’ve been missing' invites Kiwis to reconnect with stories that have shaped New Zealand, celebrating nostalgic memories while encouraging new audiences to discover local content. The campaign resulted in a significant increase in platform traffic and social media followers.
Ezaki Glico and Kinotrope Present at ‘Successful Strategy Website Summit 2026’ Held on July 22
Source: https://www.advertimes.com/20260716/article550835/
Goal: To enhance customer engagement through a digital community
Claim: Transforming fan communities into collaborative platforms
Media: Webinars, Seminars
Summary: HeartCore held a seminar in Tokyo titled 'Successful Strategy Website Summit 2026', emphasizing the evolution of websites from creation to performance in the AI era. Notably, Glico's Hiroshi Takeko discussed the growth of their fan community 'with Glico', achieving tripled membership through better CMS utilization and new customer experiences. The event highlighted the need for robust marketing strategies and effective data utilization in the digital landscape.
Globus Brings Flyers to WhatsApp and Offers Shopping List Creation
Goal: Enhance customer engagement through digital communication
Claim: Offers instant access to promotional offers on a daily used platform
Media: WhatsApp, website
Summary: Globus is modernizing communication with customers by launching two new initiatives: distributing promotional flyers via WhatsApp and introducing an interactive digital leaflet that allows customers to create shopping lists. The campaign aims to adapt to changing shopping behaviors as customers increasingly seek information and plan their purchases on mobile devices. After registering, customers will receive weekly promotions and can interact with the new digital leaflet on the Globus website.
Social Networks are No Longer an Addition to Campaigns. MAFRA Confirms Growing Interest in Comprehensive Digital Communication
Goal: To integrate social media into comprehensive marketing strategies
Claim: Social networks are no longer just a supplement to media campaigns.
Media: Social media, video content, digital advertising
Summary: The article discusses the growing significance of social media as an integral part of marketing strategies in the Czech Republic, highlighting MAFRA's implementation of over 1,250 advertising formats across social platforms for nearly 400 clients in the first half of 2026. The piece emphasizes the successful engagement of regional and national brands in campaigns linked to major sporting events and cultural activities, alongside the importance of precise geographic targeting and the rising demand for tailored video content.
Account-update: Google Netherlands wants to get more out of social media
Source: https://www.adformatie.nl/communicatie/bureaus/account-update-week-29
Goal: Enhance social media engagement
Media: social media
Summary: Google Netherlands aims to leverage social media more effectively to improve its digital presence and engagement with users. The focus is on maximizing the potential of various social media platforms.
Lola Índigo stars in Nescafé’s campaign to promote iced coffee
Source: https://ipmark.com/lola-indigo-protagoniza-campana-nescafe-impulsar-cafe-frio/
Goal: Encourage consumers to experiment with coffee recipes
Claim: Hack it!
Media: Social media, digital content
Summary: Nescafé has launched a new digital campaign featuring artist Lola Índigo to promote its Espresso Concentrate, a liquid concentrate designed for quickly making customizable iced coffee at home. The campaign, titled 'Hack it!', encourages consumers to experiment with different coffee recipes and aims to connect with Generation Z, who value authenticity and personalization. The strategy highlights Lola Índigo's image as an innovative artist and will be disseminated across various digital platforms during the summer.
Horizon Global wins media account of Skechers
Source: https://meiosepublicidade.pt/2026/07/17/horizon-global-conquista-conta-de-meios-da-skechers
Goal: To manage media buying and campaign planning in 31 markets for Skechers.
Media: Digital, social media, press, point of sale
Summary: Skechers has partnered with Horizon Global for media management in 31 markets, using the BluConverged digital platform for campaign planning and media buying. This follows Skechers' collaboration with artist Romero Britto on the Skechers x Britto collection. The contract does not affect media management in the USA and select other countries.
Five Years of Partnership Between Aleph and SoMo Borac Brings New Categories
Goal: Recognize innovative projects using AI in marketing
Media: digital platforms, social media
Summary: Aleph and SoMo Borac celebrate their five-year partnership amidst evolving trends in the digital industry, emphasizing the importance of AI in marketing. The competition introduces new categories, including one for AI-assisted projects, aiming to highlight the relationship between creativity, user experience, and measurable results. The SoMo Awards will honor significant digital works that combine content, social media, and business objectives.