Welcome to the automated Brand Tracker diaries.
DMA 2026 podcast: How this eCommerce marketer was convinced of the power of marketing
Goal: Increase sales through social commerce
Claim: The power of social commerce
Media: TikTok, live streaming, offline events
Summary: Puma's Speedcat sneaker faced slow sales in Vietnam despite strong performance elsewhere. To address this, they organized a closed-door offline event that was showcased on TikTok, combining offline and online efforts. This resulted in increased sales across all channels, showcasing the impact of social commerce in driving brand performance.
Dekuple Group launches its ‘Boost Factory’ to boost campaign performance
Goal: Enhance campaign performance
Summary: Dekuple Group has launched the 'Boost Factory' aimed at improving campaign performance through innovative strategies and tools. This initiative is expected to support brands in optimizing their marketing efforts.
ADK and Stagwell deepen global ties in three-year partnership
Source: https://www.marketing-interactive.com/adk-and-stagwell-deepen-global-ties-in-three-year-partnership
Goal: Help Japanese brands and IP expand globally and assist international brands in Japan.
Summary: ADK Holdings and Stagwell have entered a three-year partnership to strengthen the global expansion of Japanese brands and intellectual property while supporting international brands seeking growth in Japan. Building on previous cooperation, they will combine ADK's local market knowledge with Stagwell's global capabilities, focusing on expanding Japanese IP in North America and developing marketing strategies for foreign brands in Japan.
Creating ‘Intelligence’ from Data: The True Value of Data One’s Aim as a Consumer Intelligence Agency
Source: https://www.advertimes.com/20261013/article558650/
Goal: To evolve into a partner that supports business decision-making through consumer intelligence.
Claim: Extracting intelligence from data.
Media: Television, Digital
Summary: Data One is undergoing significant rebranding to transform into a 'Consumer Intelligence Agency' that supports companies' decision-making processes. The shift is driven by the accumulation of comprehensive offline purchasing data and advancements in AI technology. They aim to extract insights from data to inform marketing, business planning, and improve overall decision-making in organizations. Their vision involves going beyond traditional data and advertising to create impactful consumer communication and optimize supply chains based on concrete consumer needs.
TBWA New Zealand and Special Australia celebrate APAC Effie Award wins
Goal: Challenge the 'sleep-maxxing' culture
Claim: Great sleep doesn’t need to be complicated
Media: Social Media
Summary: TBWA New Zealand has won three awards at the 2026 APAC Effie Awards, including a Silver for Healtheries’ 'Sleep vs sloth', and two bronzes for Tourism New Zealand’s 'Redefining 100% Pure New Zealand'. The campaigns focused on disrupting category conventions and driving significant growth for the brands involved.
How AI Sees a Brand? theGarage Launches Tool to Discover
Goal: To analyze and improve brand perception in AI models.
Summary: theGarage has launched the 'Brand Perception Engine', a tool designed to analyze and improve how brands are perceived by AI models like ChatGPT, Gemini, and Claude. The tool combines data analysis, AI, and human assessment to identify reputational biases and narrative divergences in the portrayal of brands. It aims to enhance brand presence in AI by examining factors such as sentiment, credibility, and influence.
PepsiCo “House of Brands”: the campaign that reveals why the company needs a Head of Culture above all
Goal: To enhance brand visibility and connection among multiple PepsiCo brands
Media: Video, Social Media
Summary: PepsiCo launched the global campaign "House of Brands" to address the lack of brand association beyond its flagship product. The campaign utilizes humor to acknowledge that many consumers are unaware of the parent company behind popular products like Doritos and Gatorade. It promotes collaboration among PepsiCo brands to create a unified identity and cultural relevance. This innovative approach requires a new role, the Head of Culture, to break down silos and foster collaboration among different brands.
Everything that has happened with GTA VI before its anticipated release
Goal: Generate excitement for the upcoming game release
Media: Netflix, YouTube, official website
Summary: The article discusses the anticipation surrounding the upcoming release of GTA VI, highlighting Rockstar Games' strategy of revealing minimal information and generating buzz through leaks and content creator involvement. The campaign culminated in the release of an extensive gameplay video on Netflix, which was later made available for free on YouTube and the game's official site, drawing significant attention to the game before its November 2026 launch.
Siddharth Taparia’s Strategy for Transforming Globally Fragmented JLL Into a Unified Marketing Force
Goal: To build a unified marketing organization and improve brand positioning.
Claim: See a Brighter Way
Media: Website
Summary: Siddharth Taparia, the CMO of JLL, implemented the 'See a Brighter Way' initiative to unify the company's fragmented marketing approach and enhance brand visibility through a single website. This initiative aims to demonstrate how JLL can provide better solutions to clients, aligning performance metrics with overall company effectiveness, resulting in significant revenue growth.
Immowelt CMO Frida Elisson: When AI Should Be Used and When Human Made is a Must
Goal: Shift focus from performance to brand marketing
Claim: Human emotions are the fuel for our brand and communication
Summary: Frida Elisson, CMO of Immowelt, discusses the importance of combining human emotion with AI in marketing, emphasizing the recent campaign 'Irgendwie, irgendwo, irgendwas' which features a reworked version of a Nena song. The campaign signifies a strategic shift from performance-based to brand-focused marketing under a newly established team within Immowelt.
TotalEnergies takes a step in its strategy with Totie as the new brand asset
Goal: Introduce a new brand character
Summary: TotalEnergies has taken a significant step in its strategy by introducing Totie as a new brand character, enhancing its branding efforts.
Standard Chartered takes its wealth push into the AI era
Source: https://www.marketing-interactive.com/standard-chartered-takes-its-wealth-push-into-the-ai-era
Goal: To engage affluent consumers with targeted and personalized experiences using AI and real-time audience signals.
Media: Integrated media strategy across local digital platforms in Asia, real-time content triggers, short-form videos.
Summary: Standard Chartered has launched the third phase of its wealth campaign, utilizing AI to optimize media strategies and engage affluent consumers through real-time insights across various local digital platforms in Asia. The campaign aims to combine the bank's wealth expertise and advisory capabilities with innovative technology to meet the changing needs of investors.
The Irish Marketing Podcast: Dundalk’s Fierce Challenger Brand
Source: https://www.adworld.ie/2026/09/04/the-irish-marketing-podcast-dundalks-fierce-challenger-brand/
Goal: Increase brand awareness in the non-alcoholic beer market
Claim: Ask for the Irish One
Media: Guerrilla marketing
Summary: Fierce Mild, Ireland's first dedicated non-alcoholic brewery, is celebrating its first anniversary by using a provocative marketing strategy called 'Ask for the Irish One'. The campaign aims to raise brand awareness in a growing non-alcoholic beer market where consumers are shifting towards moderation. The founders, drawing inspiration from Australia’s craft beer scene, have developed the new Lively Lager and are competing against larger multinational brands.
In uncertain times, trust becomes a brand’s strongest currency
Source: https://campaignme.com/in-uncertain-times-trust-becomes-a-brands-strongest-currency/
Goal: Build trust and relevance with consumers during uncertain times
Claim: Trust becomes a brand’s strongest currency
Summary: The article discusses how consumer behavior shifts during uncertain times, emphasizing that brands need to adapt their communication strategies to build trust rather than just focusing on immediate sales. It highlights the importance of being present, relevant, and understanding the needs of the audience, as demonstrated by an athletic brand's 'Play Inside' initiative during COVID-19.
Coyote vs. ACME: The Movie That Explains Why Your Brand Needs to Recreate Its Entire Experience and Deliver Much More
Goal: To highlight the importance of recreating brand experiences
Summary: The article discusses the journey of consumer dissatisfaction with brands exemplified by the fictional case of 'Coyote vs. ACME,' emphasizing the need for brands to provide genuine experiences and value instead of superficial engagement. It critiques brands for exploiting consumer trust and explores shifting advertising paradigms toward integrating experiences across various platforms.
Restructuring: Ritter Sport Prepares for a New Brand Appearance
Goal: Revitalize brand image
Summary: Ritter Sport is preparing to restructure its brand appearance to better connect with consumers and enhance its market presence. The campaign aims to revitalize the company’s image in a competitive landscape.
The Silent War for the Palate: Packaging and Experiences Become the Trenches of Alcoholic Beverages
Goal: Enhance consumption experiences
Claim: Selling a drinkable tennis ball tube
Summary: The article discusses how premium alcohol brands like Moët & Chandon are evolving from merely selling status to enhancing consumer experiences, especially in the competitive landscape against alternatives like TikTok and unique beverage trends. The Moët Serve campaign exemplifies this shift by integrating sports themes into the luxury market, thus offering a memorable sensory experience.
Two Ways to Build Relevance: Spider-Man vs. The Odyssey
Source: https://www.adlatina.com/marketing/dos-formas-de-construir-relevancia-spider-man-versus-la-odisea
Goal: To build relevance and anticipation around the movie release
Media: social media, promotions, merchandise, video games, outdoor advertising, celebrity endorsements, presales
Summary: The article analyzes the marketing strategies of 'Spider-Man: Brand New Day' and 'The Odyssey,' highlighting the differences in how each film generated conversation and relevance around their releases. Spider-Man utilized a long-term strategy to build anticipation through various media channels, while The Odyssey adopted a more concentrated strategy leading up to its premiere. Both films achieved similar levels of overall conversation, but the effectiveness of their campaigns varied based on the timing and construction of expectation.
Happy Tears: ‘Tennis Prince’ Final Issue Reprint Announcement
Source: https://www.advertimes.com/20260805/article553067/
Goal: Address reader demand through reprints and changes to promotional items
Claim: Reprint has been decided!
Media: Social Media, Magazine
Summary: Shueisha's monthly manga magazine 'Jump SQ.' has decided to reprint the September special issue featuring the finale of the popular manga 'Shin Tennis no Oujisama' due to high pre-release demand. Additionally, the editorial team changed their promotional strategy by stopping random insertions for supplementary items. The issue included a special CD as a commemorative item, and despite previous issues of hoarding and resale, the magazine noted a positive response towards the reprint via social media.
ADWEEK Creativity Advantage: Brands Must Cede Control In Their World-Building Era
Goal: Create an expansive brand ecosystem
Media: Immersive experiences, creators, and fan interactions
Summary: McDonald’s has shifted its marketing strategy for the 2026 FIFA World Cup from traditional polished ads to building an expansive brand ecosystem that includes creators, fans, and interactive experiences across more than 110 countries.
The Recipe of KFC to Build Brand (Beyond Chicken)
Goal: To transform brand communication and build a recognizable identity.
Media: Cannes Lions, Podcast
Summary: KFC Spain shared insights at Cannes Lions on how the brand shifted its strategy during challenging times, particularly during the pandemic, to view audience fragmentation as an opportunity for brand development across various touchpoints. This transformation has solidified KFC's status as a creative leader in branding within Spain and beyond.
Lifebrands: With this model, Kubrik makes brands the obvious choice
Goal: To make brands the obvious choice for consumers.
Claim: Brands as a natural choice
Summary: The article discusses how Kubrik's 'Lifebrands' model is designed to position brands as a natural selection for customers, integrating them into everyday choices seamlessly.
SWIO repositions itself and operates its rebranding with Lola
Source: https://www.adada.lu/2026/06/swio-se-repositionne-et-opere-son-rebranding-avec-lola/
Goal: repositioning the brand
Summary: SWIO is undergoing a rebranding effort in collaboration with the agency Lola, aiming to reposition its brand in the market.
5 Lessons From the World Cup’s Best Marketing Plays—and Those That Missed the Mark
Goal: Drive commercial success and product sales through strategic marketing.
Media: Film, retail pop-ups, app integration
Summary: Adidas effectively leveraged the 2026 FIFA World Cup through its 'You Got This' campaign, which included a long-term strategy with various product drops and retail experiences, resulting in significant sales and a growth in revenue. The campaign's success showcases the importance of proactive marketing leading up to major events.
How Dum Dums owner Spangler created a candy empire built on nostalgia
Source: https://www.marketingdive.com/news/Spangler-nostalgia-candy-dum-dums-sweethearts/825762/
Goal: To refresh the Bit-O-Honey brand and increase sales
Claim: Restoring Bit-O-Honey to its original recipe has kept people coming back for more
Summary: Spangler Candy Company has successfully revitalized its nostalgic candy brands like Bit-O-Honey through careful restoration and strategic marketing, leading to a significant sales increase. The company focuses on maintaining the legacy and history of its brands, with an emphasis on appealing to adult consumers while staying true to the original recipes.