The Share a Coke campaign is one of the most studied examples of personalisation at scale in marketing history. Launched in Australia in 2011, it replaced the Coca-Cola logo on bottles with 150 popular names, turning a commodity product into something that felt personal, and drove measurable sales growth in a market that had been…
Publicis Groupe has spent the better part of a decade acquiring its way into a structurally different business. The acquisitions of Sapient, Epsilon, Publicis.Sapient, and more recently Influential and Mars United Commerce are not isolated deals. They represent a deliberate, sustained bet that the future of the holding company sits at the intersection of data…
The Burger King rebrand launched in 2021 is one of the more instructive brand repositioning exercises of the past decade. It returned the chain to a visual identity rooted in its 1969 to 1999 heritage, stripped out the aggressive chrome-and-blue modernism of the 2000s era, and signalled a clear strategic intent: stop chasing McDonald’s on…
Ad measurement companies sell the promise of clarity: spend money here, get results there. In practice, most of them measure a proxy of performance rather than performance itself. Understanding what these platforms actually track, where their methodologies diverge, and what questions they still cannot answer is more useful than any vendor comparison chart. The market…
Peloton has cycled through more chief marketing officers than most companies cycle through brand campaigns. Since its peak in 2021, the company has seen multiple senior marketing leaders come and go, each inheriting a different version of the same fundamental problem: a product category that exploded during a pandemic and then had to find a…
Brand rivalries are one of the few strategic tools that can simultaneously sharpen your positioning, energise your audience, and force internal clarity about what you actually stand for. The best ones are not accidents. They are deliberate commercial decisions made by brands that understand exactly who they are and who they are not. When a…
Dove’s Real Beauty campaign is one of the most studied and debated marketing efforts of the last two decades. Launched in 2004, it repositioned a soap brand around a cultural conversation about women’s self-image, generated sustained commercial growth, and became a reference point for purpose-driven marketing that actually sells. What made it work was not…
Nostalgic marketing works because memory is emotional, and emotion drives decisions faster than logic does. When a brand connects with something a person already loves, whether that’s a sound, a visual style, a product they grew up with, or a cultural moment they lived through, it bypasses the usual friction of brand-building and lands somewhere…
Anti-social media is not a trend or a backlash phase. It is the logical endpoint of platforms that were built for connection but optimised for reach. What started as a way to talk to people has quietly become a broadcast infrastructure, and most brands have adapted to that shift without questioning whether they should. The…
The best digital marketing campaigns of 2024 shared a quality that has nothing to do with production budgets or platform innovation: they were built around a clear commercial problem, not a creative brief looking for a reason to exist. That distinction matters more than most award write-ups acknowledge. I’ve judged the Effie Awards, which means…
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