Welcome to the automated Brand Tracker diaries.
Mediahuis and Irish Life Launch Wellbeing Content Partnership
Source: https://www.adworld.ie/2026/10/16/mediahuis-and-irish-life-launch-wellbeing-content-partnership/
Goal: To help audiences turn intentions into action regarding their health, wellbeing, and financial future.
Claim: Bringing our brand platform to life beyond traditional advertising.
Media: Audio and video platforms, native content on the Irish Independent, print, and social channels.
Summary: Mediahuis has partnered with Irish Life to launch 'I'll Start Today', a content series focused on mental, physical, and financial wellbeing. The series, hosted by Kel Galavan, features experts addressing common questions and providing practical advice. The campaign aims to extend Irish Life's brand platform into engaging content and is designed to help audiences make informed decisions about their welfare.
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.
WYgroup celebrates 25 years with the opening of operations in the United States
Goal: To strengthen international presence and connect with the scientific and technological ecosystem.
Claim: Waveform – what comes next is already in motion
Media: Newsletter, Event
Summary: WYgroup, a Portuguese group celebrating 25 years, announced its expansion into the U.S. with the creation of WY USA, led by Michael Mish. The effort aims to enhance ties between the U.S. and Portugal's markets while fostering innovation through a partnership with Instituto Superior Técnico, which includes scholarships for students.
Repsol Renews Partnership with João Ferreira and Appoints Pilot as Lubricants Ambassador
Goal: To enhance product development through motorsport technology.
Claim: Hi-Tech & Hi-Touch
Summary: Repsol has renewed its partnership with Portuguese rally-raid pilot João Ferreira, who will act as an ambassador for Repsol Lubricants in Portugal. This collaboration, which began in 2024, aims to bridge competitive technology with consumer products. The partnership highlights the brand's commitment to motorsport and the development of high-performance lubricants through rigorous testing in extreme conditions.
Hallmark Gives Advertisers Early Holiday Gift: Outcomes-Based Measurement From iSpot
Goal: To provide outcomes-based measurement for advertisers
Claim: The gift that keeps on giving
Media: Non-linear TV, digital platforms
Summary: Hallmark Media has partnered with measurement company iSpot to implement outcomes-based measurement for its advertising partners. This initiative aims to connect cross-platform ad exposure to actual consumer actions, such as website visits and in-store purchases. The partnership is timely as Hallmark prepares for its holiday programming, which features major projects alongside brands like NFL and Disney. iSpot's recertification by the U.S. Joint Industry Committee adds credibility to this new measurement capability.
Realestate.co.nz Moves In As Seven Sharp’s New Show Partner
Source: https://stoppress.co.nz/news/media/realestate-co-nz-moves-in-as-seven-sharps-new-show-partner/
Goal: Enhance audience connection and brand visibility
Claim: Realestate.co.nz as the trusted starting point for every property journey
Media: TVNZ 1, TVNZ+
Summary: Realestate.co.nz has partnered with the TVNZ show Seven Sharp, which airs weeknights and has a substantial viewership. This partnership aims to help Kiwis explore properties and enriches the storytelling aspect of the program. The collaboration will feature new graphics and a fresh look while maintaining the show's established storytelling. The intent is to deepen audience connection and reinforce Realestate.co.nz as a reliable resource for property journeys.
Brands in the Rhythm of Festival Sarajevo: 30 Summers, and a Scene We Still Love
Goal: To celebrate 30 years of partnership and connect emotionally with the audience
Claim: Cheers to 30!
Media: Outdoor advertising, social media, digital communication, influencers, public transportation, retail, cinema
Summary: Coca-Cola and the Sarajevo Film Festival have launched the '30 Summers, Same Scene' campaign to celebrate their 30-year partnership. The campaign emphasizes the continuity of emotions shared between the brand and the audience, capturing personal memories associated with the festival. Featuring actress Helena Vuković as a relatable face, the campaign integrates into various aspects of the festival experience, aiming to create a tangible connection for consumers through tailored promotions and extensive media presence.
Tims and WestJet celebrate loyalty linkup with specialty Flight Roast
Source: https://strategyonline.ca/2026/09/17/tims-westjet-loyalty/
Goal: To connect loyalty programs and promote a custom coffee blend.
Summary: WestJet and Tim Hortons are collaborating to enhance their partnership by launching a custom coffee blend, coinciding with the connection of their loyalty programs.
The first action of the agreement between Netflix and AB InBev: Stella Artois and the series ‘The Gentlemen’
Goal: Enhance brand visibility through partnership with content.
Summary: The article discusses the collaboration between Netflix and AB InBev involving the Stella Artois brand and the series 'The Gentlemen'. This partnership aims to elevate the visibility of Stella Artois within the context of the series, leveraging entertainment to engage audiences.
VidCon Joins LIONS and Opens a New Chapter in the Creator Economy
Goal: Connect creators, brands, agencies, and media platforms within the creator economy
Claim: Building a global platform for the rapidly evolving creator economy
Media: Festival events, digital platforms
Summary: VidCon has partnered with LIONS to create the VidCon x LIONS Creators platform, which aims to merge cultural influence of the creator economy with its increasing commercial significance. The partnership seeks to create a space for creators, brands, agencies, and media platforms to connect in a changing marketing landscape. The initiative includes the Insight to Impact Festival and will be present at Cannes Lions in 2027.
Bluey finds a new home in Mattel’s toy box
Source: https://www.marketing-interactive.com/bluey-finds-a-new-home-in-mattel-s-toy-box
Goal: Expand Bluey's presence through toy collaboration
Claim: Best play doesn't require anything extraordinary, just creativity, laughter, and the people you love.
Summary: Mattel has formed a multi-year global licensing partnership with BBC Studios to integrate the children's series Bluey into its major toy and game brands, including Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO, with products set to launch globally later this year. This partnership aims to extend Bluey's appeal beyond screens and into play experiences that encourage family creativity and connection.
Vodafone Customers Will Be Able to Hire Security Services from Prosegur Alarms
Goal: To offer combined telecommunication and security services to customers
Claim: Expand service ecosystem with specialized security offerings
Media: Commercial channels of Vodafone
Summary: Vodafone Portugal and Prosegur Alarms have partnered to provide monitored security services through Vodafone's commercial channels. This new offering will be available in the coming weeks to both existing and new customers, featuring special conditions. This initiative aims to combine telecommunications with security services, reflecting Vodafone's ambition to diversify its service ecosystem.
Hot Mustard Wins Urban Homes Account
Source: https://stoppress.co.nz/partner-articles/hot-mustard-wins-urban-homes-account/
Goal: To differentiate the Urban Homes brand and support future growth
Claim: Experience matters
Media: Brand video content, Country Living magazine, Google, social media, programmatic video
Summary: Hot Mustard has been appointed as the marketing partner for Urban Homes, leading brand, creative, media, and digital activities. The launch of their new campaign, 'Experience Matters', features former All Blacks captain Sam Cane and aims to showcase Urban Homes' extensive building industry experience while employing a targeted digital strategy.
Saudia expands Almosafer partnership to deliver richer, AI-discoverable content
Goal: Enhance digital distribution capabilities
Claim: Richer, more personalized content
Media: Almosafer booking channels, AI-powered tools
Summary: Saudia has expanded its partnership with Almosafer Travel & Tourism Co. by implementing New Distribution Capability (NDC) connectivity, which improves digital distribution and allows for more personalized content across Almosafer's platforms. The agreement was signed at WTM Spotlight Riyadh 2026.
Chorus and McCann NZ announce partnership with new campaign
Source: https://stoppress.co.nz/campaigns/chorus-appoints-mccann-nz-as-lead-agency/
Goal: To highlight the speed and reliability of fibre broadband technology
Claim: Go clicker than ever
Media: AV-led assets across sport and streaming channels
Summary: Chorus has launched a new campaign titled 'Go clicker than ever' in partnership with McCann New Zealand, demonstrating the speed and freedom of fibre broadband through an engaging concept featuring Irish dance. The campaign aims to make the benefits of fibre tangible to Kiwis by creatively showcasing how it enhances connectivity.
Advertisement: Bonnier News Deepens Cooperation with Kingstreet Media
Source: https://www.resume.se/native/bonnier-news-fordjupar-samarbetet-med-kingstreet-media/
Goal: To deepen collaboration and enhance advertising opportunities
Media: Digital news media and print publications
Summary: Kingstreet Media will take on advertising sales responsibilities for several Bonnier News titles, including Privata Affärer, Placeringsguiden, and Fastighetsnytt, while strengthening its partnership with Bonnier News. The collaboration aims to create greater value for advertisers and readers, with a focus on custom solutions in the real estate sector.
Hot Mustard wins Urban Homes account
Source: https://stoppress.co.nz/news/account-wins/hot-mustard-wins-urban-homes-account/
Goal: To differentiate Urban Homes and establish a strong foundation for future growth
Claim: Experience matters
Media: brand videos, Country Living magazine, digital strategy spanning Google, social and programmatic video
Summary: Hot Mustard has been appointed as the marketing partner for Urban Homes, leading their brand and digital activities. The first major campaign, 'Experience matters', features former All Blacks captain Sam Cane and showcases Urban Homes' extensive experience in the building industry. The campaign includes new brand video content and a targeted digital strategy.
NFL Expands TikTok Playbook With Renewed Deal
Goal: Enhance NFL's presence on TikTok
Media: TikTok
Summary: The NFL has announced an expanded multi-year partnership with TikTok ahead of the 2026 season. This collaboration includes creating NFL hubs and experiences on TikTok, continuing its presence on the TikTok ad platform, and launching a dedicated fan hub through TikTok's Pro Events to engage users with trending videos and benefits.
Jon Hamm Ad Kicks Off BetMGM’s AOR Partnership With Indie Agency Cape
Goal: Encourage people to think before placing large bets
Summary: BetMGM has announced a partnership with the independent creative agency Cape as its agency of record, especially ahead of the NFL season. The collaboration, which formalizes a two-year relationship, includes developing a unified strategy and creating the 'Mullet Over' campaign designed to prompt consumers to consider their betting decisions.
Deel calls on Arsenal to assemble its global squad
Source: https://www.marketing-interactive.com/deel-calls-on-arsenal-to-assemble-its-global-squad
Goal: Connect Deel's platform with football supporters and professionals worldwide.
Claim: The world is your squad
Media: Hero film, content series
Summary: Deel has partnered with Arsenal for a campaign that highlights the parallels between building a football team and forming a global workforce. Featuring players from Arsenal's men's and women's teams, the campaign includes a hero film showing the players worldwide responding to a call to regroup in London, emphasizing the idea of global teamwork.
A Portuguese brand, thousands of steps: Pedemeia partners with TAP
Goal: To enhance the travel experience for TAP passengers with comfortable socks
Claim: Every step counts
Summary: Pedemeia, a Portuguese sock brand, has partnered with TAP Air Portugal to provide socks in the airline's new travel kits. Designed for comfort during flights and for everyday wear, this partnership marks a significant milestone as Pedemeia celebrates 60 years in business. With decades of experience, the brand aims to extend its reach internationally, ensuring that its products accompany travelers beyond their journey.
Airport Media Bags PRM Engineering as Time Partner for Cork Airport
Goal: To create a distinctive advertising partnership
Claim: Time is central to both the airport experience and PRM's services.
Media: Flight Information Display Screens (FIDS)
Summary: Cork-based PRM Engineering has partnered with Cork Airport as its Official Time Partner, marking a first in airport media advertising in the UK and Ireland. This partnership grants PRM exclusive branding on the airport's Flight Information Display Screens, enhancing the passenger experience while reflecting PRM's focus on precision and timely delivery in their engineering projects.
stc tv, LG Electronics elevate entertainment experience across Saudi, Kuwait and Bahrain
Goal: Elevate home entertainment experience
Claim: Premium, customer-centric home entertainment experiences
Media: Digital streaming and broadcasting service
Summary: LG Electronics has partnered with stc tv to enhance home entertainment for users in Saudi Arabia, Kuwait, and Bahrain. This collaboration integrates LG's webOS platform with stc tv’s content offerings, allowing users to access stc tv directly from their LG Smart TV. New subscribers can enjoy a complimentary 3-month subscription, reflecting LG's commitment to providing a superior entertainment experience in the growing GCC smart TV market.
Starbucks combines coffee, tonic water, and ice to refresh the summer
Source: https://www.imagensdemarca.pt/artigo/starbucks-junta-cafe-agua-tonica-e-gelo-para-refrescar-o-verao/
Goal: To offer refreshing coffee beverage options for the summer.
Summary: Starbucks has partnered with Schweppes to create a new range of Coffee Tonic, combining coffee, tonic water, and ice, aimed at refreshing consumers during the summer. The range includes three beverages: Espresso Tonic, Cold Brew Tonic, and Matcha Tonic. This collaboration reflects a trend in combining coffee with tonic water, appealing to evolving consumer preferences for quality and refreshing options.
ChatGPT Ads Coming to Norway
Source: https://www.kampanje.com/premium/na-kommer-chatgpt-annonser-til-norge/1020740
Goal: To launch and monetize ChatGPT Ads in European markets
Claim: Ads are clearly labeled and separate from responses
Media: Online advertising
Summary: ChatGPT is launching its advertising platform in 31 new European markets, including Norway, following a successful pilot in the United States. The company emphasizes user privacy and the aim to provide useful advertisements instead of just attention-seeking content. Partner agencies will manage the ad sales locally, and a self-service platform is planned for future release.
Tokmanni Expands Spar Products to Sweden
Source: https://www.markkinointiuutiset.fi/artikkelit/tokmanni-laajentaa-spar-tuotteet-ruotsiin
Goal: Expand Spar product offerings outside of Finland
Summary: Tokmanni Group has signed an agreement with Spar International for the distribution of Spar products in its Dollarstore stores in Sweden. This agreement expands the availability of Spar products outside Finland and enhances the cooperation between Tokmanni and Dollarstore discount retail chains. The first Spar products are expected to be available in Swedish Dollarstores later this year. The Spar partnership plays an increasingly significant role in supporting the growth of Tokmanni Group's grocery business.
Millennium bcp launches campaign with well-known faces. José Condessa is one of them
Goal: Reinforce the positioning of Millennium as a close and relevant partner
Claim: We are by your side in all moments, in good and difficult times.
Media: Multimedia presence
Summary: Millennium bcp has launched a new institutional campaign featuring its ambassadors: actor José Condessa, world champion adaptive surfer Marta Paço, tennis player Nuno Borges, and professional surfer Teresa Bonvalot. The campaign showcases their professional journeys as athletes and artists, as well as personal moments away from the spotlight, highlighting the bank's role alongside customers in both good and challenging times.
BeReal unveils ‘Real Card’, a premium advertising format with Crédit Agricole
Goal: To introduce a premium advertising format
Summary: BeReal has launched a new premium advertising format called 'Real Card' in collaboration with Crédit Agricole. The initiative aims to enhance advertising offerings on the platform.