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| (Genesis USA/YouTube) |
Genesis Motor America campaign for the GV70 SUV features a stuffed animal coming to life during a ride, using practical puppetry instead of digital effects to create a fairy-tale atmosphere. The campaign, created by Innocean USA and directed by Adam Berg of Smuggler, focuses on the emotional experience of driving a Genesis, aligning with the tagline "Built to Thrill." Initial media includes digital, social, streaming and TV.
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Yuengling's first major campaign from RPA focuses on the brewer's brand rather than its beer product line. The "It's a Yuengling Thing" campaign aims to unify the brand's products under a single identity, highlighting the brand's heritage and quality. The approach comes as Yuengling expands into new markets and faces a stagnating beer industry.
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| (Snickers/YouTube) |
BBDO's "Seagull" spot for Snickers Ice Cream is part of its "Can't Chill" campaign and aims to resonate with Generation Z and millennials. The ad uses surreal humor to depict overthinking during a beach day, portraying intrusive thoughts as a disruptive seagull. The campaign positions Snickers Ice Cream as a quick solution to mental spirals.
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Tom Murphy, chief creative officer for North America at VML, highlights the importance of specificity and the irrational nature of creativity, saying the most effective ideas often come from illogical leaps. Murphy reflects on his career, from his start at FCB to his current role, and shares insights into his creative process, including overcoming moments of despair during projects.
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"Specificity. Anyone who knows me has heard me quote my high school English teacher, whose mantra was 'Specific is terrific.' The world pulls us towards generality, which is never as compelling. Be specific -- in your writing, in your storytelling, in your strategy."
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Many Generation Z employees feel overwhelmed and hesitant to speak up when transitioning from early-career programs to formal roles in agencies, writes Sophie Sporborg of George P. Johnson. To address this, agencies should foster psychological safety, allowing juniors to share ideas and mistakes without fear, she writes. Sporborg suggests managers actively listen, use encouraging language and model vulnerability to empower Gen Z employees -- which ultimately enhances creativity and business outcomes.
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Mae Karwowski, founder and CEO of influencer marketing agency Obviously, discusses the rapid growth of creator marketing, noting that it engages audiences with content they care about, which traditional ads struggle to match. Karwowski highlights the importance of evaluating creator partnerships based on sales, traffic and content performance and says that brands should scale successful strategies while continuously experimenting with a smaller budget.
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Ogilvy has taken a minority stake in Article 41, a fast-growing social-first agency specializing in athlete creators and NIL deals, as part of CEO Laurent Ezekiel's strategy to expand the agency's presence in sports and entertainment. Article 41 co-founder Vickie Segar will become Ogilvy's global chief sports and entertainment officer, while co-founder Ben Gildin will support the agency's strategy and client partnerships.
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| Media & Technology Trends |
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The 4As partnered with Understood.org and Havas on a study on neurodiversity and its impact on creativity in advertising, marketing and media. The findings provide an understanding of the potential of a neurodivergent workforce, the challenges they face and strategies to foster a more inclusive and innovative workplace. Download the report.
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Employee Resource Groups (ERGs) are evolving and being reimagined as strategic drivers of business impact. Our latest study, based on insights from 31 ERG leaders, explores how agencies can elevate their ERGs by aligning them with organizational goals to unlock greater investment and deepen their influence across the business.
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| The complexities and wonder of how the inanimate chemicals that are our genetic code give rise to the imponderables of the human spirit should keep poets and philosophers inspired for the millennium. |
J. Craig Venter,
scientist, genomics researcher, entrepreneur
1946-2026 |
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