Brand Tracker

Welcome to the automated Brand Tracker diaries.

Uruguay

The Investor Club launches a $4.5 million program for SMEs together with INEFOP

Campaign: PYMEs Digitales

Source: https://infonegocios.biz/plus/el-club-del-inversor-impulsa-un-programa-de-4-5-millones-para-las-pymes-junto-a-inefop

Goal: To support the digital transformation of SMEs through training and resources.

Claim: Information is everywhere; what is needed is someone to help apply it.

Media: Online training, workshops, virtual meetings

Summary: El Club del Inversor and La Articuladora are launching a 15-month program called PYMEs Digitales, supported by INEFOP, aimed at enhancing the digital capabilities of SMEs. The program, with a budget of $4.5 million, includes various training formats such as peer groups, in-person workshops, and online academy content, reaching participants across multiple regions.

New Zealand

The Spinoff unveils new custom website with refreshed brand identity

Brand: The Spinoff

Campaign: Website and App Launch with Refreshed Brand Identity

Source: https://stoppress.co.nz/news/the-spinoff-unveils-new-custom-website-with-refreshed-brand-identity/

Goal: To create a faster, more secure, and mobile-first platform for audiences

Claim: A game-changer for The Spinoff and our audience

Media: Website, App

Summary: The Spinoff has launched a new custom website and app with a refreshed brand identity, made possible through funding from Google. The new platform aims to provide a faster and more secure experience for users and unlocks new commercial capabilities, allowing for richer digital campaigns. The digital transformation was led by the creative and technology company Daylight.

brand identity digital transformation local journalism

Malta

‘Tailored around you’: Laferla renews its commitment to clients with new brand tagline

Brand: Laferla Insurance

Campaign: Tailored Around You

Source: https://whoswho.mt/en/tailored-around-you-laferla-renews-its-commitment-to-clients-with-new-brand-tagline

Goal: Reinforce commitment to personalized insurance solutions.

Claim: Tailored Around You

Media: Website, mobile app

Summary: Laferla Insurance has launched a new brand tagline, 'Tailored Around You,' which emphasizes their commitment to personalized insurance solutions that cater to individual client needs. The tagline reflects the company's ethos and its evolution to meet changing market demands, including a more consultative approach to insurance in an increasingly diverse population.

digital transformation insurance personalization

Italy

AdKaora Transforms Identity with Dude Design and Emphasizes ‘Breathing Innovation’

Brand: AdKaora

Campaign: Breathing Innovation

Source: https://brand-news.it/comunicazione/design/adkaora-cambia-identita-con-dude-design-e-punta-su-breathing-innovation/

Goal: To create a new brand identity that reflects human intuition and technology.

Claim: Breathing Innovation

Summary: AdKaora has undergone a rebranding process led by Dude Design to usher in a new phase for the MarTech agency under Mondadori Digital. The rebrand emphasizes a vision where human intuition works in harmony with technology, reflected in the new slogan 'Breathing Innovation'. This shift follows recent expansions and mergers, aiming to unify diverse capabilities under a single identity. The new visual identity juxtaposes human and technological elements, denoting a living, adaptable technology. AdKaora now focuses on a full-funnel model encompassing brand awareness, lead generation, and conversion, driven by new marketing technologies.

digital transformation MarTech rebranding technology

Japan

Can AI Change the Customer Experience? The Future of Contact Centers Co-created by Humans and AI Beyond ‘Efficiency’

Brand: Algoage

Campaign: SureSide

Source: https://www.advertimes.com/20260821/article554090/

Goal: To enhance customer support through AI integration.

Summary: Algoage has launched a service called SureSide that supports customer support operations with AI, focusing on gradually increasing automation while maintaining human support. The campaign emphasizes the importance of using AI to improve customer experience and enhance communication quality between operators and customers, rather than solely for efficiency.

AI customer experience digital transformation

Global

FIFA picks Globant to design a continuous fan engagement experience using AI

Brand: FIFA

Campaign: Fan Engagement Experience Redesign

Source: https://campaignme.com/fifa-picks-globant-to-design-a-continuous-fan-engagement-experience-using-ai/

Goal: To transform global fan engagement and enhance the football experience for fans.

Claim: Every fan experiences football in a personal way that deepens their emotional connection.

Media: Digital platforms, FIFA website, FIFA Tournament App

Summary: FIFA has partnered with Globant to redesign its fan engagement through advanced AI technologies, aiming to create a centralized digital ecosystem that personalizes experiences for football fans worldwide. This initiative will unify fans' identities and improve interactions across digital touchpoints, enhancing their connection to the sport beyond just tournaments.

AI Technology digital transformation fan engagement

Japan

Zebra starts ‘Shimauma Lab.’ new brand merging handwriting and digital technology towards societal implementation of research outcomes

Brand: Zebra

Campaign: Shimauma Lab.

Source: https://www.advertimes.com/20260818/article554081/

Goal: To create new value through the integration of traditional writing and digital technology.

Claim: Kaku, beyond that.

Summary: Zebra announced the launch of its new brand 'Shimauma Lab.' aimed at merging traditional writing with digital technologies to create new value. The company has been researching the value of handwriting for over 130 years and has developed innovative products like the T-Pen, which detects various writing metrics and enables writing in augmented reality spaces. This initiative reflects Zebra's commitment to exploring the possibilities of handwriting through digital integration.

digital transformation handwriting technology

Czech Republic

Decathlon Introduces New Digital Platform, Now Launched in the Czech Republic

Brand: Decathlon

Campaign: New E-commerce Platform Launch

Source: https://www.mam.cz/novinky/online-a-social/2026-06/decathlon-predstavuje-novou-digitalni-platformu-nyni-ji-spustil-take-v-cesku/

Goal: Improve customer experience through an omnichannel platform

Claim: A smoother, simpler, and more personalized customer experience

Media: Digital platform, mobile application

Summary: Decathlon is launching a new e-commerce platform in celebration of its 50th anniversary, aiming to enhance its omnichannel ecosystem by integrating online and offline environments. This platform has already been successfully implemented in several European markets, and early results from its launch in the Czech Republic show promising increases in conversion rates and cart completions. The transformation is supported by a modular technological architecture that improves order management, inventory, and payment processes, ultimately providing a more intuitive shopping experience and supporting Decathlon's objective of making sports accessible to more people.

digital transformation e-commerce omnichannel

Ireland

Karen Preston Set to Leave Mediahuis Ireland in October

Brand: Mediahuis

Campaign: An Post Proud Sponsors of Seachtain Podcast

Source: https://www.adworld.ie/2026/07/29/karen-preston-set-to-leave-mediahuis-ireland-in-october/

Goal: To promote the Irish language and cultural events

Claim: An Post Proud Sponsors of Seachtain Podcast

Media: Podcast

Summary: Karen Preston is set to leave her role as chief commercial officer of Mediahuis Ireland, where she contributed significantly to the company's digital transformation and commercial strategy. Mediahuis recently achieved recognition at the Media Awards, securing Gold for Media Brand of the Year and Best Use of Irish Language, among other accolades.

advertising digital transformation Irish Language Media

Global

EXCLUSIVE: Behr Elevates Andy Lopez to CMO as It Paints a More Digital Future

Brand: Behr

Campaign: Color of the Year

Source: https://www.adweek.com/brand-marketing/exclusive-behr-elevates-andy-lopez-to-cmo-as-it-paints-a-more-digital-future/

Goal: To modernize the brand through digital transformation.

Media: TikTok, website

Summary: Behr has promoted Andy Lopez to CMO, focusing on digital transformation and innovation in tackling color paralysis for DIYers. His role includes integrating digital marketing and product strategy for a seamless customer experience, following previous efforts such as TikTok content and a World Cup collaboration with Home Depot.

digital transformation home improvement marketing innovation