Welcome to the automated Brand Tracker diaries.
How Shark Week Continues to Make a Big Marketing Splash Year After Year
Goal: To engage fans and celebrate sharks
Claim: Celebrating these amazing creatures
Media: Television, real-life activations, partnerships
Summary: Shark Week, which started in 1988 and has become a significant marketing effort for the Discovery Channel, continues to attract fans through various activations and partnerships that provide unique experiences. This includes limited-edition products and photo opportunities at major events, all while staying true to its core mission of celebrating sharks.
Degree sweats it out with subway commuters for New York summer campaign
Goal: Engage NYC commuters during the summer heat
Claim: The Official Deodorant of the Hottest Commutes
Media: Out-of-home, social media, influencer partnerships
Summary: Degree has launched a hyperlocal campaign in partnership with the MTA to engage New York City commuters dealing with extreme summer heat. The campaign features rebranded subway stations with names like 'Sweat Central' and limited-edition deodorant sticks that offer free subway rides, using social listening to reflect genuine commuter experiences.
Snapchat shores up lead gen ads with new HubSpot integration
Goal: To enhance lead generation capabilities for advertisers
Claim: Snapchat reaches a highly engaged, high-intent audience.
Media: Snapchat, HubSpot
Summary: Snapchat has announced a new integration with HubSpot that aims to improve the effectiveness of lead generation campaigns on the platform. This partnership allows advertisers to easily connect leads into HubSpot’s ecosystem for better long-term relationship management and insight into return on ad spend. With features like a Conversions API, Snapchat aims to simplify the transition from lead capture to management, ultimately making marketing more effective for users.
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Goal: To create an imaginative and loud back-to-school campaign
Claim: Don't Just Show Up. Turn Up
Media: TV, social media, influencer programs
Summary: Journeys' back-to-school campaign titled 'Don't Just Show Up. Turn Up', created by Anomaly, features a surreal music video showcasing students arriving at school in imaginative ways. It aims to embrace absurdity and creativity, inspired by art and cultural commentary, while targeting Gen Z and Gen Alpha.
Well-Spent Time. Bakalář Presents a New Marketing Concept
Goal: To connect the brand to shared moments and traditions among consumers.
Claim: Good Beer, Well-Spent Time
Summary: Bakalář, the flagship brand of the Traditional Brewery in Rakovník, introduces a new long-term marketing concept that expands its existing claim 'Good Beer' to 'Well-Spent Time'. The campaign emphasizes the importance of shared moments that create new traditions and small social rituals among people, targeting a broader audience aged 18 to 45, particularly in regions where the brand is available. The shift reflects changing consumer behaviors and aims to connect with younger generations while promoting the idea that traditions can also be self-created.
Finland criticizes Visit Sweden’s coolcation strategy – warns of unethical marketing
Goal: Promote tourism in Sweden as a cool alternative.
Claim: coolcation
Summary: Visit Sweden promotes Sweden to tourists with the 'coolcation' concept, while Helsinki Partners criticizes this strategy as unethical marketing. Visit Sweden defends its approach, stating it aims to meet new travel needs rather than exploit the climate crisis.
Snickers is looking for a ‘Chief Online Chill Officer’ to promote its ice creams
Source: https://www.reasonwhy.es/actualidad/snickers-busca-chief-online-chill-officer-calmar-animos-internet
Goal: Promote ice cream products
Media: Social media
Summary: Snickers is searching for a 'Chief Online Chill Officer' to promote its ice cream products. The article reflects a sentiment that, although there are good things about the campaign, the author believes that investing in social media might not be worthwhile.
Territorial Marketing: After Luxembourg, the City of Esch Breaks Stereotypes with a Unique Campaign by ID+P and IP Productions
Goal: Break stereotypes about the city
Summary: The city of Esch-sur-Alzette is launching a creative campaign aimed at dispelling stereotypes, following a similar initiative in Luxembourg, with the help of agencies ID+P and IP Productions.
New Brand Campaign: Tinder Wants to Abolish Traditional Dating for Gen Z
Goal: To eliminate traditional dating for Gen Z
Summary: Tinder has launched a new marketing campaign aimed at redefining and disrupting traditional dating norms for Generation Z. The campaign seeks to resonate with younger audiences by promoting a more modern and casual approach to dating.
Tribeca Festival Lisbon and Imperial Business School Join Worten Mock Fest
Goal: To foster discussions on creativity and leadership in the entertainment industry
Media: Live talks, podcasts, digital content, outdoor programming
Summary: The Worten Mock Fest is enhanced by the introduction of the Tribeca Storymakers stage, featuring talks on creativity, communication, and leadership, in collaboration with the Tribeca Festival Lisboa and Imperial Business School. The festival takes place from August 28 to 30 in Lisbon, offering free access to the majority of its programming, including stand-up performances and live podcasts, while aiming to be a hub for humor, culture, and creativity.
KAYAK Places Indecisive Friends on Personalized Billboards
Goal: To address group travel planning frustrations and show how the platform can help groups turn plans into booked trips
Media: digital billboards, online video, social media, outdoor advertising, media relations, nomination page
Summary: KAYAK launched the 'Bookboards' campaign in collaboration with agency Rethink to tackle the challenge of indecisive friends in group travel planning. Users can nominate friends who delay confirming travel plans, and selected nominations will be featured on digital billboards in major cities like New York, Chicago, and Los Angeles. The campaign aims to push group members to finalize their travel arrangements through KAYAK, using personalized and humorous messages. Accompanying the billboards, a film featuring actress Grace Reiter highlights the urgency of booking trips and the campaign's insights show that 84% of travelers have faced similar planning frustrations.
The Dentsu Group Launches Its Marketing Agency Platform
Goal: To launch a marketing agency platform
Summary: Dentsu has launched a new marketing agency platform aimed at enhancing the agency-client relationship and streamlining marketing strategies. This initiative is set to optimize marketing efforts globally and adapt to changing consumer needs.
Flor Carvallo and Andrés Quezada: ‘When a truly powerful idea exists, the size of the country or industry ceases to be a limit’
Goal: To create impactful advertising that resonates locally and globally.
Claim: When an idea is truly powerful, the size of the country or industry is no longer a limit.
Media: Various media channels including local insights.
Summary: Flor Carvallo and Andrés Quezada from Publicis Panama discussed the agency's notable achievements, particularly in 2025, including winning multiple Effie awards for McDonald's, Heineken, and Maggi. They highlighted the challenges of adopting AI to enhance client solutions while maintaining privacy. The success of the 'Big Ma' campaign for McDonald's was especially noted for its blend of local insights and universal storytelling, demonstrating the power of creative ideas regardless of geographical constraints.
Nestlé confirms its marketing investments in H2. ‘KitKat Heist’ is an example of the change in corporate culture
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.
Kate Spade focused on ‘reigniting the magic’ with new chief marketer
Source: https://www.marketingdive.com/news/kate-spade-names-chief-marketing-officer-allison-badea/825558/
Goal: To re-enchant consumers with optimism and connection
Claim: Joy isn’t just an indulgence — it’s essentially human
Summary: Kate Spade has appointed Allison Badea, a former L’Oréal executive, as its new chief marketing officer as the brand aims to rejuvenate its sales which have been in decline. Badea emphasizes the brand's commitment to joy and is eager to reconnect with consumers seeking optimism in today's world. The company has faced challenges compared to other brands owned by Tapestry, but is focused on reigniting the magic of Kate Spade.
Purely Elizabeth lampoons protein-maxxing for major product launch
Goal: Differentiate Purely Elizabeth's granola in the protein market
Claim: More quality and taste, less protein-maxxing
Media: Linear US Open broadcasts, Amazon Prime Video, Netflix, Hulu, HBO Max, paid social, programmatic, out-of-home
Summary: Purely Elizabeth has launched a new campaign for its Protein Ancient Grain Granola, aimed at poking fun at the trend of protein-maxxing. This marks the brand's largest media investment in a product launch, featuring humorous ads that highlight the quality of ingredients over protein isolates. The campaign, titled 'Protein Product Madness', utilizes various media channels including US Open broadcasts and social media to reach wellness-focused consumers.
Burger King rolls out Whopper Guarantee as part of turnaround effort
Goal: To improve customer satisfaction and address feedback
Claim: We’re Here to Help
Media: linear TV, connected TV, YouTube, social
Summary: Burger King is enhancing its brand elevation efforts with the Whopper Guarantee and the introduction of Your Way Champions. The Whopper Guarantee allows dissatisfied customers to have their burger remade and receive a coupon for a free Whopper. This initiative is part of a broader response to customer feedback and is featured in a new advertisement. The campaign aims to foster better customer relations and has already contributed to sales growth.
Google promotes Gemini’s capabilities by encouraging ‘out of office’ postcards
Source: https://www.reasonwhy.es/actualidad/google-promociona-capacidades-gemini-postales-out-of-office
Goal: Promote the capabilities of Gemini
Claim: N/A
Media: N/A
Summary: Google is promoting the capabilities of its Gemini platform by encouraging people to create 'out of office' postcards, reflecting a sense of personal decision-making influenced by past experiences.
The World Cup was a promotional platform for FIFA for digital soccer with the ‘FIFA Gaming Couch’
Goal: Promote digital soccer
Summary: During the entire World Cup, FIFA showcased the 'FIFA Gaming Couch,' a new marketing IP developed to promote digital soccer.
The Winners of the 2022 Excellence Agency & Advertiser of the Year
Source: https://www.brain.com.tw/news/articlecontent?ID=51245&sort=
Goal: To highlight social responsibility in advertising
Claim: Creating a better world through small actions
Summary: The 2022 Excellence Agency & Advertiser of the Year awards ceremony was held on January 9, 2023, recognizing outstanding advertisers, agencies, and marketing professionals in Taiwan. A total of 81 awards were given across various categories, focusing on social responsibility and sustainability in marketing efforts. Chunghwa Telecom received a gold award for its COVID-Tech initiative, showcasing its commitment to social contributions.
From Advertising to National Defense: Four Major Associations Directly Address the Core Base of Drones, Opening New Cross-Border Layouts in the AI Era
Source: https://www.brain.com.tw/news/articlecontent?ID=53140&sort=
Goal: To promote collaboration between marketing and technology sectors, particularly in the drone industry.
Summary: On May 15, four major advertising associations in Taiwan collaborated for the first time to host an industry exchange event focused on the integration of technology and humanities. The event showcased the latest trends in the global drone industry and Taiwan's key positioning within it, with hopes to foster future collaborations in branding and marketing as the drone sector evolves.
Ikea turns a tactic of modern football into discounts for sofas
Source: https://www.reasonwhy.es/actualidad/ikea-convierte-tactica-futbol-moderno-descuentos-sofas
Goal: To use modern football tactics to provide discounts for sofas
Summary: Ikea is implementing a unique marketing strategy by utilizing tactics from modern football to offer discounts on sofas. This innovative approach aims to attract customers through engaging marketing techniques.
Campaign Middle East 40 Over 40 2026: Junwen Wang, Cheil MEA
Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-junwen-wang-cheil-mea/
Goal: To launch and promote the DEEPAL G318 model
Media: TV, social media, influencers
Summary: Junwen Wang of Cheil MEA has been recognized on Campaign Middle East’s 40 Over 40 list for his significant impact on the brand and marketing industry over the past 15 years. With over 20 years of experience, Wang has led innovative projects including the multi-channel strategy for the DEEPAL G318 launch, achieving over 53 million views through the activation of regional influencers and overseeing end-to-end operations for the Samsung flagship media launch.
Campaign Middle East 40 Over 40 2026: Ali Zein, Saatchi & Saatchi Middle East – Campaign Middle East
Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-ali-zein-saatchi-saatchi-middle-east/
Goal: To promote strategic roaming packages and enhance business performance.
Summary: Ali Zein of Saatchi & Saatchi Middle East has been honored in Campaign Middle East’s 40 Over 40 list for his significant contributions to the brand and marketing industry. He played a key role in the transformation of e&’s brand from 'Together Matters' to 'Go for More', leading successful campaigns such as 'Roam Like Home' and 'Your Rules, Your Choice' that addressed challenges in the postpaid category and delivered strong business results.
Iwo Zakowski: From Burger King to MTG’s Midcore District
Goal: Highlight the quality and freshness of their ingredients
Summary: Iwo Zakowski, who previously worked at Burger King and Supercell, has taken on the role of marketing director for MTG's midcore portfolio. He is recognized for his involvement in the award-winning 'The Moldy Whopper' campaign, which became 2020's most awarded campaign. Zakowski emphasizes the importance of creativity in marketing and brings experience from diverse industries to his new position.
Google’s Marketing Chief Twohill at Cannes: ‘I Am Concerned That Women Will Fall Behind in the AI Transformation’
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Goal: Encourage women's involvement in the AI transformation.
Claim: Women must be encouraged to take part in the technological change.
Summary: During the Cannes Lions Festival, a panel discussion was held on how businesses should adapt to an AI-driven world. Google's marketing chief, Lorraine Twohill, expressed concern that women may fall behind in the AI transformation and emphasized the need for organizations to actively support capable team members. The discussion highlighted the crucial impact of AI changes across the industry and the importance of women's involvement.
Jonnie Cahill from PepsiCo on How to Modernize Sponsorships and Increase Fan Engagement
Goal: Enhance consumer experience through brand sponsorships
Media: WhatsApp and group viewing activities
Summary: Jonnie Cahill, the Chief Marketing Officer of PepsiCo International Foods, discusses in an Ad Age podcast how the brand is modernizing its sponsorships. He emphasizes the importance of improving consumer experience, particularly through Lay's initiatives during the FIFA World Cup, which included innovative group viewing events and a WhatsApp experience. Cahill also shares insights on balancing brand evolution with maintaining core brand values.
Boys+Girls bags Lidl creative account
Source: https://marketing.ie/boysgirls-bags-lidl-account/
Goal: To help Lidl grow its market position
Summary: Boys+Girls has been appointed as the lead creative agency for Lidl across Ireland after a competitive pitch, taking over from WPP's Folk VML. They will work on Lidl's 'More to Value' platform and handle social media assignments through Circle Content.
DiscoverIreland.ie backs new Traitors
Source: https://marketing.ie/discoverireland-ie-sponsors-traitors-ireland/
Goal: To promote DiscoverIreland.ie through sponsorship of a reality TV show.
Media: RTÉ One, RTÉ One +1, RTÉ Player, TV, audio, social media
Summary: DiscoverIreland.ie, sponsored by Fáilte Ireland, will back the return of The Traitors Ireland on RTÉ One and RTÉ Player. The sponsorship includes 240 credited stings, live broadcasts, and promotional appearances across various media channels. The show features contestants in a psychological game of deception for a cash prize of up to €50,000.
Dentsu Launches an End-to-End Retail Offering via New Stream Media
Source: https://pub.be/fr/dentsu-lance-une-offre-retail-de-bout-en-bout-via-new-stream-media/
Goal: To launch a comprehensive retail offering
Summary: Dentsu has launched a comprehensive end-to-end retail offering in collaboration with New Stream Media, focusing on providing integrated retail solutions.
From POÄNG to BLÅHAJ: IKEA clarifies pronunciation
Source: https://pub.be/fr/de-poang-a-blahaj-ikea-leve-le-doute-sur-la-prononciation/
Goal: Clarify pronunciation of product names
Summary: IKEA addresses the confusion surrounding the pronunciation of its product names, specifically POÄNG and BLÅHAJ, in a new communication effort.
CASE STUDY | How Heineken Turned a Deficiency into Its Best PR Campaign
Goal: To turn a deficiency into a successful PR campaign
Summary: The article discusses how Heineken transformed a deficiency into one of its best PR campaigns, highlighting Best Marketing as a leading marketing news portal in Estonia. It invites readers to subscribe to their newsletter for important news.
More than a new logo: why Tinder’s rebranding is the best cultural marketing class of the year
Goal: To build an emotional and cultural relevance with users
Claim: From 'happily ever after' to 'happily to be determined'
Summary: Tinder has launched its first rebranding in nearly a decade, aiming to address user fatigue particularly among Generation Z. The rebranding focuses on creating a more relatable and narrative-driven identity through the introduction of a fictional columnist named 'T', moving away from corporate language to connect emotionally with a diverse audience.