Welcome to the automated Brand Tracker diaries.
Zentiva chooses Havas in a tender. The agency will take over media, creative, and PR
Goal: Increase product awareness among parents
Media: 10-second and 15-second animated spots
Summary: Zentiva ČR selected Havas as its agency in a tender process to handle a complete 360° communication plan for its brands, starting with campaigns in October 2023. The partnership will initially focus on the Czech market with potential expansion into other European markets. Havas will manage strategic planning, creative concepts, public relations, and media buying, with the first campaign featuring animated bears rapping about the product properties targeted at parents.
The! Award 2026: 31 Projects Compete for Regional Communication Awards
Goal: Advocacy for a ban on consumer fireworks using artificial intelligence
Media: Digital communication, social media, artificial intelligence
Summary: The article discusses the finalists of the the! award 2026, which includes 31 projects competing in various categories related to public relations and communication in Southeast Europe. Among the finalists is a campaign titled 'The Animal Uprising' by Premium Pet and Represent Communications that advocates for a ban on consumer fireworks using artificial intelligence. The award aims to recognize quality projects and improve professional standards in the field.
Al.Ta awarded at Prnews Platinum Awards 2026 for campaign for Di Marco and prepares three new projects in the USA
Goal: Celebrate National Pinsa Day and connect the product's origins to consumers
Media: Press and creator influences
Summary: Al.Ta Cucina won a Prnews Platinum Award 2026 for the 'Di Marco x National Pinsa Day' campaign, which featured a Roman-themed parade in New York to highlight the origins of Pinsa Romana. The campaign engaged audiences by providing free tasting vouchers, linking product visibility to consumer experience. Following a previous successful project for Pasta Garofalo, the agency aims to further expand its presence in the U.S. market with three new projects planned between 2026 and 2027.
Atlánticads presented its proposal to connect brands and audiences in Mar del Plata
Goal: Connect brands with audiences in Mar del Plata
Media: Digital totems, municipal screens, traditional and LED arches, backlit banners
Summary: Atlánticads presented its public advertising proposal for the 2027 summer season in Mar del Plata, identifying the area's commercial potential. The initiative, launched with partner companies OSP, Lumissan, and Crónica, offers a diverse range of media formats and strategic locations to meet each advertiser's communication objectives, aiming to transform Mar del Plata's potential into concrete opportunities for brands.
NEWTON Media launches new AI Visibility monitoring module in real-time
Goal: To provide real-time monitoring of brand visibility in AI responses
Media: AI chatbots, PR platforms
Summary: NEWTON Media has launched a new tool called NEWTON AI Visibility within its PR platform NewtonOne, allowing companies to monitor their brand visibility in real-time across generative AI responses. With the increasing use of AI chatbots for customer decision-making, this tool helps businesses understand how they are perceived by AI and enables them to actively manage their visibility and reputation. The tool addresses the evolving role of AI in PR communication by analyzing the sources from which AI models derive information about brands.
Ike Neliaku: Trust Will Remain the Currency of Public Relations
Source: https://www.media-marketing.com/intervju/ike-neliaku-povjerenje-ce-ostati-valuta-odnosa-s-javnoscu/
Goal: To enhance the reputation of Nigeria and Africa in the public relations field
Claim: A New Dawn
Summary: Dr. Ike Neliaku, recently elected as the president of the Nigerian Institute of Public Relations, discusses his leadership role and the upcoming World Public Relations Forum (WPRF) to be held in Abuja in November 2026. The event aims to establish Nigeria as a pivotal player in the global public relations landscape, expecting around 3,000 delegates from over 126 countries. Under his leadership, the NIPR aims to implement innovative initiatives and strengthen the public relations profession in Nigeria.
Emirati PR & comms company Hattlan Media turns Etihad Rail into creative workspace
Goal: Encourage creativity and innovation in the workplace
Claim: Transforming traditional meetings into innovative experiences
Media: Etihad Rail train journey
Summary: Hattlan Media has transformed its team meetings into a creative workspace experience by holding them aboard an Etihad Rail train. This initiative reflects the company's emphasis on innovation, allowing team members to engage in discussions while enjoying a unique environment that promotes creativity. The effort aligns with the UAE's vision for a sustainable transport network and aims to reimagine workplace culture by utilizing everyday experiences as opportunities for fresh thinking.
Golden Middleman Dominated by Agency Hero & Outlaw. The Talent is Alice Mikulášová
Goal: To manage crisis communication effectively and ensure public awareness during a health crisis
Claim: The Virus is Closer Than You Think
Summary: The Hero & Outlaw agency was recognized as the best agency at the Zlatý středník awards, where the Hygienic Station of the City of Prague won Project of the Year for its effective crisis communication strategy during a hepatitis A outbreak. The campaign focused on transparency and collaboration to address the epidemic and raised awareness among the public.
HURA Raises the Question of How to Better Evaluate PR Contributions in Its Competitions
Goal: To enhance the assessment of PR excellence within existing competitions
Summary: The members of HURA have initiated a movement to better recognize PR contributions in their competitions. They formed a Temporary Working Group tasked with analyzing and improving current evaluation models. This initiative arose from discussions on the visibility of PR excellence in competitive formats, aiming to align competitions with modern integrated communication projects and acknowledge the role of PR professionals in their development.
KitKat Heist wins two Grand Prix at the Gerety Awards 2026
Source: https://www.media-marketing.com/vijesti/kitkat-heist-osvojio-dva-grand-prixa-na-gerety-awards-2026/
Goal: To engage the audience in a public conversation about a brand mishap.
Claim: Not applicable
Media: Public Relations
Summary: The KitKat Heist campaign by VML UK won two Grand Prix at the 2026 Gerety Awards, recognized for its innovative approach in engaging the audience through a brand mishap turned into communication and cultural conversation. It excelled in two PR categories, showcasing the ability to capture public attention without excess communication.
She will lead the PR initiative at WAL
Source: https://www.kampanje.com/premium/hun-skal-lede-pr-satsingen-til-wal/1023795
Goal: To build a new PR division that integrates various communication disciplines.
Claim: PR in its broadest sense is becoming an increasingly important field for building strong brands.
Media: Social media, traditional media, online forums
Summary: Thea Rustad Bergan is leaving Try to lead the new PR initiative at WAL, indicating a shift to a more integrated and modern approach to public relations that acknowledges the importance of social media and customer engagement.
APRA Launches Podcast Masírka with Michaela Chrpová and Ondřej Šveda
Goal: To promote open discussion about public relations and communication.
Media: Podcast
Summary: The Association of Public Relations (APRA) is launching a new podcast titled Masírka, hosted by Michaela Chrpová and Ondřej Šveda. The podcast aims to provide an open perspective on current PR, communication, media, and marketing through discussions that include both agency and client viewpoints. It is intended to foster dialogue among PR professionals, marketers, media, students, and the general public, covering topics often overlooked in traditional formats.
Is Kumamon Allowed in Disaster Areas? Kumamoto Prefecture’s 19 Days of Dilemma Before Deciding to Resume Activities
Source: https://www.advertimes.com/20260821/article554529/
Goal: To provide support and hope to disaster victims.
Claim: Kumamon as a symbol of recovery and support.
Media: Social Media
Summary: Kumamon, the PR character of Kumamoto Prefecture, resumed activities on August 16 after a 19-day hiatus following the Kumamoto earthquake on July 28. Originally created to promote Kumamoto during the opening of the Kyushu Shinkansen, Kumamon's presence brought smiles and encouragement to children and victims at evacuation centers. The decision to restart activities considered the emotional impact on victims and aimed to serve as a symbol of recovery.
Brigada transforms Bpost’s parcel lockers into a public brand
Source: https://pub.be/fr/brigada-transforme-les-casiers-a-colis-de-bpost-en-marque-grand-public/
Goal: Transform parcel lockers into a public brand
Summary: Brigada has transformed the parcel lockers of Bpost into a public brand, enhancing their visibility and accessibility to customers.
Apology Press Conference Resembles ‘New Product Launch’ – Numerous Issues from Attire to Self-Introduction in Prudential’s Case, Lessons Not Learned from Fuji TV’s Issues
Source: https://www.advertimes.com/20260128/article532615/
Goal: To address and apologize for inappropriate monetary receipt issues
Summary: On January 23, Prudential Life Insurance held an apology press conference addressing issues related to inappropriate monetary receipts by over 100 employees. While the management offered apologies and prevention measures, the event sparked controversy on social media due to the host's inappropriate behavior and attire, overshadowing the intended message. Experts criticized the execution of the event, suggesting that the focus on a stylish presentation detracted from the seriousness of the apology.
These Guys I Know launches PR system Circulate
Source: https://stoppress.co.nz/news/these-guys-i-know-launches-pr-system-circulate/
Goal: Help organizations elevate their profiles and strengthen market position
Claim: Effective storytelling is a connected system
Media: News media, social platforms, customer communications, stakeholder communications
Summary: These Guys I Know has launched Circulate, a new PR and storytelling system designed to help organizations identify and develop strong stories for distribution across multiple channels. This system aims to simplify the communication process amidst the complexities of multiple platforms, ensuring that storytelling remains clear and impactful.
Press Conference in Stylish Attire Causes Outrage: Learning from Prudential Life’s Failed Conference and What Makes a Successful Apology
Source: https://www.advertimes.com/20260813/article553831/
Goal: To address and manage a financial misconduct issue
Summary: Prudential Life Insurance faced backlash during a press conference due to the inappropriate attire of the moderator and limited question opportunities for journalists, amidst a scandal involving financial misconduct by over 100 employees. Following significant criticism, they improved their response in a subsequent conference, extending the time for questions and openly addressing concerns.
PR Expert at the Palace After World Cup Success: – The Majesty’s Speech Made a Strong Impression
Goal: Increase visibility and support for the Norwegian national football team during the World Cup.
Claim: The unifying power of football.
Media: Public Relations, Media Coverage
Summary: Jon Mørland, a communications leader, reflects on the significant impact of the Norwegian national football team's communication strategies during the World Cup held in the USA. He highlights the team's communicative success and the resonance of their performance in unifying the nation, as emphasized in a speech by King Harald upon their return.
The Reason Why Aeon’s Press Conference Was Highly Rated, Focused on ‘Human Life Over Management’
Source: https://www.advertimes.com/20260730/article552369/
Goal: To maintain trust and mitigate brand damage after an explosion incident
Claim: Proactive communication and sincere apology
Media: Press conference, social media
Summary: Aeon held a press conference on July 29 to address an explosion incident at Aeon Mall Kumamoto, which occurred after the Kumamoto earthquake. President Akio Yoshida apologized and explained the known facts and uncertainties calmly, earning praise on social media. The decision to hold the conference the day after the accident, despite the lack of detailed information, was seen as appropriate for maintaining trust with the community and customers.
Kapusons Wins Communication Tender of the Marche Region
Goal: Modernization of institutions and labor market services
Media: Digital and traditional promotional campaigns
Summary: Kapusons has won the communication tender launched by the Marche Region for the acquisition of integrated information and communication services aimed at modernizing institutions and labor market services. The main tasks involve creating graphic and visual identity as well as managing digital and traditional promotional campaigns.
Škoda Transformed Silence into Its New Recognition
Source: https://www.media-marketing.com/vijesti/skoda-je-pretvorila-tisinu-u-svoju-novu-prepoznatljivost/
Goal: Raise awareness of the correct pronunciation of the brand name
Claim: Shhhkoda
Media: Outdoor advertising, social media, print, PR, influencer activities, television
Summary: Škoda UK launched the 'Shhhkoda' campaign to emphasize the correct pronunciation of its brand name, utilizing the Czech diacritic above the letter Š to create a memorable communication system. The campaign features a long 'Shhhhhhh' sound across various media platforms and cleverly integrates it with practical vehicle features and spaciousness in advertisements. The central film follows the propagation of the pronunciation, while social media content highlights practical details of Škoda's models.
Kylian Mbappé Uses Traditional Media for Thank You Letter
Source: https://www.resume.se/kommunikation/pr/kylian-mbappe-tackar-frankrike-med-helsidesannons-i-pressen/
Goal: To thank French supporters for their support during the World Cup
Media: Print media including local and national newspapers such as L'Équipe and Le Parisien
Summary: Despite having 136 million followers on Instagram, French football star Kylian Mbappé chose to express his gratitude towards the French public through traditional media, publishing a full-page advertisement formatted as an open letter in various newspapers. This decision sparked discussion within the French press and social media, with reactions mostly favorable but also some skepticism regarding the motives behind this communication strategy. Mbappé is known to work with WME Sports and other communication consultants.
The Ball Line: Infantinoization
Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/
Goal: Transforming Gianni Infantino into a pop-culture brand
Claim: Football unites the world!
Media: Television, Global Events
Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.
The ‘Ultimate Weapon’ Against ‘Bunshun Cannon’: Jiro Sato’s Counterargument Shows an ‘Effective Strike’
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.
Why is the final day of Doctor Yellow not disclosed? JR West Japan’s farewell method to prevent a ‘rush’ while saying ‘come to see it.’
Source: https://www.advertimes.com/20260707/article549867/
Goal: To inform and prepare users for the retirement of the Doctor Yellow T5 while preventing overwhelming crowds.
Claim: Come to see it
Summary: JR West Japan announced on June 22 that the Doctor Yellow T5 shinkansen inspection train will retire, ceasing regular operations in January 2027, with special events leading up to it. The specific final operation date will not be disclosed to minimize crowding, as the T5 has been a rare and beloved presence among rail fans. This strategy aims to distribute the attendance of those wanting to catch a final glimpse of the T5.
Six IPRA Awards for Five Croatian Agencies
Source: https://www.media-marketing.com/vijesti/sest-ipra-nagrada-za-pet-hrvatskih-agencija/
Goal: Promote correct posture
Summary: Several Croatian agencies received accolades at the IPRA Golden World Awards, with Millenium promocija winning two awards for campaigns aimed at community relations and healthcare. Examples include 'Ispravi se' for Croatia Poliklinika and '#SaveYourSkin' for La Roche-Posay. Other recognized agencies tackled diverse themes across various categories, demonstrating the scope and versatility of Croatian marketing and PR initiatives.