Beautiful Isn’t Enough: Why Luxury Brands Must Design for Performance
Luxury brands are shifting focus from pure aesthetics to performance‑wellness, driven by data‑rich consumers who demand tangible benefits like better energy, sleep and focus. Wearable technology has made fatigue measurable, turning performance into a competitive metric. The Middle East, with its mobile, tech‑savvy elite, is the fastest proving ground for these biologically‑informed experiences. Marketers now see performance wellness as a core product strategy that builds hard‑to‑copy loyalty and premium value.
Vitamin Shoppe Debuts ‘Suppie Awards’ and SuppCo Unveils Certification Program as Third-Party Validation Drives Category Growth, Plus News
The Vitamin Shoppe unveiled its first Suppie Awards, a brand‑focused accolade created with Hearst Magazines, while supplement‑tracking startup SuppCo launched a “Tested by SuppCo” certification program featuring a roster of leading supplement brands. Both initiatives aim to provide third‑party validation...
Havas Malaysia Strengthens Leadership with Promotions and New Appointments
Havas Malaysia announced a wave of senior promotions and new hires to reinforce its next‑phase growth strategy. Bowie Tiong was elevated to General Manager, expanding oversight of business performance and client leadership. New appointments include Ie‑Tsen Cheng as Business Director,...
Amazon Gives Aussies Permission to ‘Spend Less on the Ones They Love’ in New Droga5 Campaign
Amazon has rolled out a new Australian advertising push featuring comedian Steph Tisdell, created by Droga5 ANZ. The campaign spotlights Amazon’s low‑price promise, encouraging shoppers to spend less on gifts for family, friends and pets while still showing love. It...
GIGIL Philippines’ New OOH Campaign for Grab Puts a Spotlight on the Drivers They Empower
GIGIL Philippines launched an innovative out‑of‑home (OOH) billboard for Grab that flips between day and night to illustrate how each ride funds a driver’s child’s education. The visual features a Grab motorcycle with school supplies by day and a shadowed...
ACAM Launches Australia’s Inaugural AI Readiness System for Marketers; THE ICONIC First to Use
The Australian Centre for AI in Marketing (ACAM) has unveiled AI‑Results Transformation (ART), the nation’s first end‑to‑end system for embedding AI into marketing performance. THE ICONIC became one of the inaugural adopters, using ART to create responsible, data‑driven customer experiences....
Mobile Skin Scans Hit Regional Aussies in New Campaign for Westfund and the Australian Skin Cancer Foundation via ABEL
ABEL, Westfund Health Insurance, and the Australian Skin Cancer Foundation have launched a national campaign offering free 3D mobile skin scans in regional Australia. The initiative brings world‑first 3D scanning technology directly to communities, removing cost and access barriers. Using...
Engineers Australia Rewrites F1 History with Launch of ‘In Her Corner’ Campaign via Bastion
Engineers Australia and Bastion are launching the “In Her Corner” campaign at the Australian Grand Prix, renaming Turn 6 to honor engineers Laura K. Müller and Hannah Schmitz. This marks the first time a Formula 1 corner is named after women, aligning...
Meta Tests Shopping AI Chatbot in US
Meta is piloting a shopping research feature inside its Meta AI chatbot for U.S. users. The tool returns a carousel of product images with brand, price, and website details, plus brief recommendation bullet points. The move mirrors similar experiments by...
Chatime Names GYG’s Alison Walsh as CMO Amid Marketing Restructure
Bubble tea chain Chatime has appointed former Guzman y Gomez marketer Alison Walsh as its new Chief Marketing Officer for Australia. The hire follows the departure of global CMO Jeff Chang and national marketing manager Rachel Druce, marking a shift...
The Brand Signals Behind SKIMS, Adidas, and Bottega
Recent brand moves by SKIMS, Adidas, and Bottega Veneta illustrate how leading CMOs are redefining visibility, cultural relevance, and long‑term equity. SKIMS has transitioned from a celebrity‑driven launch to a product‑focused, inclusive category leader, emphasizing operational scale and trust. Adidas...
Zoom Taps PMG As First Media AOR
Zoom Communications has appointed Dallas‑based PMG as its first global media agency of record, committing an estimated $25 million annual media spend. The partnership aligns with Zoom’s transition from a meeting platform to an AI‑first workplace, leveraging PMG’s Alli operating system...
Seedtag Welcomes Brendan McCarthy as Chief Marketing & Communications Officer
Seedtag announced the appointment of Brendan McCarthy as Chief Marketing & Communications Officer. McCarthy, former CMO of Criteo, brings over 20 years of marketing leadership at Fortune 500 firms. He will oversee global marketing, brand, demand generation, and communications to...
Brands Briefing: Caraway Makes Its First Big OOH Push as It Seeks to Make the Brand ‘Impossible to Ignore’
Caraway, a six‑year‑old cookware startup, has launched its first major out‑of‑home (OOH) advertising campaign to become “impossible to ignore.” The eye‑catching mural at Columbus Circle subway targets high‑traffic commuters. After growing from a pure DTC model, the brand now sells...
Profitero+ Chairman Hofstetter Shifting To Consultancy Role
Sarah Hofstetter, former president and chairwoman of Profitero+, is exiting the Publicis‑owned ecommerce analytics firm to launch her own consultancy. She describes the shift as moving to a portfolio model, helping multiple companies navigate volatility. Hofstetter will stay connected to...
Why Celebration Is Better Marketing Than Outrage
The article argues that outrage‑driven marketing, while fast‑acting, yields fleeting attention and limits audience growth. In contrast, celebratory campaigns build lasting community, expand market reach, and generate durable brand loyalty. Examples such as Bad Bunny’s Super Bowl performance, the Barbie film...
How Thom Browne Went From an Asics Fan to a Collaborator
Thom Browne, the New York‑based tailoring label, has launched its first partnership with sportswear giant Asics, creating a limited‑edition sneaker that blends the designer’s sleek aesthetic with Asics’ performance technology. The collaboration marks a strategic move for both brands: Browne...
On the Move: Burson Promotes EMEA COO Buchanan
Burson has promoted its EMEA COO Matt Buchanan to the newly created global chief social and influence officer role, tasking him with scaling social capabilities worldwide. Olly Gosling joins Burson as head of social and influence for EMEA, bringing experience...
How Cinnabon Built a Social Fandom by ‘Marrying’ Slim Jim
Cinnabon’s social media manager Hannah Gregus sparked an unexpected dialogue with Slim Jim on X, initially without a formal plan. The spontaneous banter evolved over a year into a fan‑driven narrative that culminated in a tongue‑in‑cheek "wedding" featuring vows, polls, and...
EXCLUSIVE: Julia Garner Is Now a Global Brand Ambassador for Loewe
Julia Garner has been named a global brand ambassador for luxury fashion house Loewe, announced by the label’s new creative directors Jack McCollough and Lazaro Hernandez. The Emmy‑winning actress, previously linked to Gucci, will front Loewe’s upcoming campaigns, reflecting the designers’ vision...
Bupa UK Picks Ace of Hearts to Work on Creative and Strategy
UK health insurer Bupa has selected the creative agency Ace of Hearts to lead its new advertising and strategic initiatives. The agency was chosen after a competitive pitch process coordinated by Ingenuity+, a specialist agency network. The partnership is expected...
Sabco Launches New Campaign for Its All-New Cleaning Brand Neet via DPR&Co
Sabco has introduced Neet!, a new cleaning brand sold exclusively at Bunnings Warehouse in Australia and New Zealand. The brand, developed with agency DPR&Co, features a youthful "Chuck the Muck" positioning aimed at first‑time, younger cleaning consumers. Its launch includes...
The One Centre Group Creates and Scales the Brands of Tomorrow with ‘Zephyr One’ Launch
The One Centre Group has rebranded its 2019 investment Zephyr Social as Zephyr One, joining its constellation of specialist branding firms. The 12‑person agency now offers commercial strategy, performance media, and creative services through its proprietary System One model. Founders...
Taubmans Backs Everyday Aussie Painters in New ‘Making Painters’ Platform via Sunday Gravy
Australian heritage paint brand Taubmans, together with creative agency Sunday Gravy, has unveiled the “Making Painters” platform, a brand campaign that positions the company as the ally of everyday painters. The initiative embraces the messy realities of home painting—faded colours,...
Shake Shack Names Director of Global Marketing
Shake Shack promoted Alaric Sng to global marketing director, giving him oversight of Mainland China, Southeast Asia and new APAC markets. The role expands his previous responsibilities rather than replacing an existing director. Sng joins from a background in loyalty...
Agent99 and Born to Host Free Senior Marketer Webinar ‘Bravery, Budget & Bullsh*t: What Actually Drives Impact’ at 12pm, March...
Agent99 PR and Born are hosting a free webinar titled “Bravery, Budget & Bullsh*t: What Actually Drives Impact” on March 12 at noon, aimed at senior marketers. The session will dissect where brands overspend and pinpoint tactics that deliver genuine commercial...
JOY Grows Team Following Client Wins
JOY announced nine new hires—including activation directors, coordinators, a manager, a business director, and an activation executive—following recent wins in the automotive and sports apparel sectors. The appointments are designed to reinforce the agency’s integrated growth model that spans strategy,...
Harvey Norman Takes The Throne From Foodstuffs As NZ’s Biggest Advertiser In 2025
Harvey Norman has become New Zealand’s biggest advertiser in 2025, overtaking Foodstuffs NZ. Retail led ad spend with $675.4 million, outpacing leisure and food categories. Telecommunications saw the strongest year‑on‑year growth, adding $41.8 million (25 %) to reach $206.8 million. The Nielsen report highlights shifting budgets...
Australian Retail Council Launches New Identity
The Australian Retail Council (ARC) has been launched as a new national peak body, merging the Australian Retailers Association and the National Retail Association. Developed with branding agency FABRIC, ARC’s new visual identity aims to give retailers a single, unified...
Millbray Appoints Bullet and Wonderful for Brand Refresh and New Digital Platform
Integrated land‑lease developer Millbray has hired brand studio Bullet and digital product studio Wonderful to revamp its master brand and launch a new digital platform ahead of the Ashcroft over‑50s community debut in Queensland. Bullet delivered the brand strategy, naming,...
RSPCA Approved Evolves Into RSPCA Certified, Powered by Nature and The Thrills
RSPCA Australia has rebranded its farm‑animal welfare program from the 17‑year‑old RSPCA Approved Farming Scheme to the new RSPCA Certified label. The refresh, driven by strategic firm Nature and creative agency The Thrills, introduces a streamlined brand architecture, a distinctive...
Thinkerbell Aotearoa General Manager Jessica Allison Departs Agency After Two Years
Jessica Allison has left Thinkerbell Aotearoa after nearly two years as General Manager. She joined the agency in April 2024, bringing senior experience from Herd MSL, Publicis Groupe NZ and Mango Melbourne. During her tenure she instituted new structures, processes and a rigor...
GTM Engineers: The $500K Solution Replacing SDR Teams
Patrick Spychalski has generated over $100m in pipeline using Clay . Then he sold his Clay agency for a life-changing amount. Tomorrow he's giving away the exact GTM systems being used by the hottest names in tech: Most B2B sales...
On the Move: USAA Hires Curtin of Sam's Club
USAA announced the appointment of Chris Curtin, former CMO of Sam’s Club, as its new chief marketing officer, bringing experience from Bank of America, Visa, HP and Disney. Hemlo Mining named Jason Banducci as vice president of corporate development and investor...
Inside Mercedes-Benz’s Custom Amazon Prime Video Ads Push Around the NBA
Mercedes‑Benz USA teamed with Amazon Ads to launch a series of custom creative spots that aired during Prime Video’s NBA broadcasts in January and February, featuring Dirk Nowitzki showcasing GLS features. The campaign targets younger, diversified luxury buyers by leveraging live‑sports...
Papa Johns Plans CX Upgrades Following Corporate Cuts
Papa Johns will embed an AI‑powered ordering agent in its mobile app in Q2 2026, enabling voice and group ordering while streamlining re‑orders for Papa Rewards members. The loyalty program now touches roughly 41 million fans and drives 2.5 times more orders than...
Growth Depends on Capital Allocation, Not Marketing Effort
At $10M ARR, pipeline isn’t driven by effort. It’s driven by capital design. Marketing at this stage is not creativity. It’s capital allocation. If you hire a CMO but: • Don’t fund demand • Don’t fund enablement • Don’t fund...
Design the Perfect Referral Loop for Success
Referral programs only work if the loop is right. This Skill designs the whole thing. https://t.co/9rNBDsNLgn
Criteo Joins OpenAI Advertising Pilot in ChatGPT
Criteo has become the first advertising‑technology partner in OpenAI’s ChatGPT Free and Go advertising pilot in the United States. The integration lets brands run Criteo‑powered ads directly within the ChatGPT interface, leveraging the platform’s commerce‑focused AI decisioning. Early data shows...
Meta Forces Monthly Invoicing for Ad Spend.
Meta wants you to change your credit card Meta ad spend to monthly invoicing by 1970. https://t.co/lYg0yVpaBO
Home Centre Ramadan Campaign Drives 595% Uplift in Engagement
Home Centre’s Ramadan campaign leveraged three gamified hero films to transform passive viewers into active participants, delivering a 595% surge in comment activity compared with the previous year. The social‑first rollout across Instagram, TikTok, Snapchat and other channels reached 70% of...
Charlotte Tilbury Names Former Rabanne Brand VP Its New CMO
Charlotte Tilbury has hired Jerome LeLoup, former Rabanne Brand VP, as its Chief Marketing Officer effective March 2. LeLoup spent 13 years at Puig, rising from General Manager of Premium & Niche Brands to Brand VP of Rabanne. He will lead...
Taboola Names Krishan Bhatia as Chief Business Officer; Amazon Ads & NBCUniversal Veteran to Lead Global Sales & Partnerships
Taboola announced Krishan Bhatia as its first chief business officer, tasked with leading global sales and partnerships. Bhatia previously built Amazon’s global video‑advertising business and led NBCUniversal’s digital advertising division. He will oversee the Realize performance‑advertising platform, CTV, generative‑AI products...
Juice, Blend or Grind? Choosing Your Marketing Blade for 2026
Indonesia’s $102 billion CPG sector is feeling a squeeze: volume grew 6% while value rose only 3%, and net‑profit margins fell 64 basis points. Portfolio values dropped 14.5% against a market index gain of 12.7%, highlighting a widening inflation gap. Marketers...
A Look Back at GMG’s Sun & Sand Sports ‘Ready Starts Here’ Campaign
Sun & Sand Sports launched the “Ready Starts Here” campaign in early 2026, syncing with Dubai’s Fitness Challenge to motivate everyday athletes. The initiative combined a hero film, in‑store experiences at Mall of the Emirates and Kite Beach, and a...
Merrell Aims to Invite More People Outside Through New Brand Platform
Merrell is celebrating its 45th anniversary by unveiling the global brand platform “It Starts Outside,” which reframes outdoor activity as everyday and inclusive. The campaign, produced with Uncommon Creative Studio, features short vignettes starring Olympian Alexi Pappas and visually‑impaired marathoner...
Foodpanda and GUT Asia Unveil New Brand Platform ‘Make Life Delicious’
foodpanda has unveiled a new brand platform called “Make Life Delicious” in partnership with agency GUT Asia. The campaign, directed by Henry Scholfield, features the brand’s mascot Pau Pau in a series of five short films that showcase foodpanda as a...
Colgate-Palmolive APAC’s Samir Singh to Lead APAC Tambuli Awards Grand Executive Jury
Samir Singh, Executive Vice President for Marketing, APAC at Colgate‑Palmolive, has been appointed President of the Grand Executive Jury for the 2026 Asia Pacific Tambuli Awards. The awards, organized by the University of Asia and the Pacific School of Media...
Zitcha Adds Former Meta Leader Phil Bonanno to Drive APAC Growth
Retail media platform Zitcha has appointed former Meta client partner Phil Bonanno as its APAC commercial director, based in Melbourne. Bonanno brings more than 11 years of experience developing insight‑driven retail advertising strategies at Meta, where he worked closely with...
THE SHOUT GROUP and Tropicana Twister Scale Up ‘Multiply the Goodness’ for Ramadan and Raya
THE SHOUT GROUP and Tropicana Twister are relaunching the award‑winning “Multiply the Goodness” campaign for Ramadan and Raya, scaling it from a seasonal kindness drive to a lasting social‑impact platform. This year the focus shifts to Project 100, a partnership with Epic...