Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

Very.ie Launches New Irish Brand Platform with Boys + Girls

Brand: Very.ie

Campaign: We’ve Got the Very Thing

Source: https://www.adworld.ie/2026/10/02/very-ie-launches-new-irish-brand-platform-with-boys-girls/

Goal: Build awareness and consideration for Very.ie in the Irish market.

Claim: We've Got the Very Thing

Media: television, VOD, radio, YouTube, social media, digital, Very.ie’s owned channels

Summary: Boys + Girls has launched a new brand platform and campaign for Very.ie, called 'We've Got the Very Thing', which is the first Irish creative campaign in three years. The campaign aims to address the diverse shopping needs of Irish families, featuring a TV ad that highlights both a mother's and a child's unique interests. The initiative will run across multiple media channels to enhance awareness of Very.ie’s offerings.

Global

PepsiCo transfers its global media strategy to Publicis, marking a hard blow for Omnicom

Brand: PepsiCo

Campaign: One PepsiCo

Source: https://www.adlatina.com/publicidad/pepsico-traslada-su-estrategia-global-de-medios-a-publicis-lo-que-supone-un-duro-golpe-para-omnicom

Goal: To provide more relevant connections with consumers and make smarter marketing decisions.

Media: media channels based on AI and data

Summary: PepsiCo has shifted its global media account worth $1.7 billion to Publicis Groupe, moving away from Omnicom after over 25 years. This transition aims to create a new media model integrating strategy, planning, activation, connected identity, and technology. The 'One PepsiCo' model will cover its entire product portfolio across more than 200 markets and is expected to enhance consumer connections and marketing decisions. PepsiCo is also undergoing a global review focused on AI-driven marketing capabilities.

AI in Marketing Media Strategy PepsiCo Publicis

Japan

Capturing the ‘Moment of Acceptance’ in Advertising: The Potential of the New Metric ‘Advertising Acceptance Rate’

Brand: Hakuhodo

Campaign: Advertising Acceptance Rate

Source: https://www.advertimes.com/20260831/article555916/

Goal: To improve the effectiveness of TV advertising through a new metric.

Claim: Maximizing ad acceptance through data-driven insights.

Media: Television, Digital

Summary: The article discusses a new metric developed by Hakuhodo for measuring the effectiveness of television commercials, called 'Advertising Acceptance Rate.' It emphasizes the importance of not just reaching audiences but ensuring the ads are accepted by viewers, amidst a complex media environment where consumers encounter numerous ads daily. By utilizing extensive data analytics, this new metric aims to enhance ad planning and effectiveness, thereby supporting brands in building long-term loyalty and improving the quality of media interactions.

advertising data analytics Media Strategy

Japan

The ‘Ultimate Weapon’ Against ‘Bunshun Cannon’: Jiro Sato’s Counterargument Shows an ‘Effective Strike’

Brand: Fuji TV

Campaign: Crisis Communication Strategy

Source: https://www.advertimes.com/20260717/article550910/

Goal: Improve communication during a crisis

Summary: The article discusses how Fuji TV's press release regarding its program 'Married A Separate Surname Detective' was heavily criticized for its overwhelming amount of information without effective organization. It highlights the importance of clarity and the 5W1H (who, what, when, where, why, and how) in crisis communication to enhance understanding for stakeholders.

Crisis Communication Media Strategy public relations