LEGO turns “starting over” into the real product—while Google pushes predictive budget shifts, Meta doubles down on Advantage+ automation, and IKEA tests social-first launches before retail.
MUJI makes restraint feel rich—while Google pulls video deeper into Search, Meta auto-summarises what’s working, and Primark turns click-and-collect into an owned-channel growth lever.
Uber turns “getting there” into “being there”—while Google predicts when conversions happen, Meta bundles creatives automatically, and Zalando makes the homepage a personalised marketing surface.
Mastercard makes the transaction disappear and sells what happens after—while Google moves upstream with AI landing-page insights, TikTok leans harder into search-first captions, and Carrefour pushes retail media off-platform.
McDonald’s turns routine into brand power—while Google automates more creative in Performance Max, Meta simplifies campaigns around outcomes, and H&M tests app-only member pricing to build first-party loyalty.
BIC turns reliability into emotion—while Google tests creative-fatigue alerts, Meta expands AI-led audience discovery, and Decathlon experiments with community-led launches built on trust before reach.
Notion sells agency over features—while Google scales Demand Gen across YouTube/Discover/Gmail, Meta shares creative learnings across campaigns, and IKEA tests creator-led drops to replace traditional launches.
Michelin turns a functional product into a philosophy—while Google deepens Demand Gen reporting, Meta tests AI creative refresh to fight fatigue, and Zara leans into app-only drops to drive scarcity and repeat visits.
Duolingo makes returning feel easy—while Microsoft turns Bing into a retail media lane, Snapchat speeds up AR shopping, and Adobe predicts creative performance before launch.
Red Bull reframes “wings” as legacy and quiet momentum—while Apple turns Maps into a high-intent ad surface, Reddit sharpens interest targeting, and Salesforce automates campaign orchestration.
KitKat modernises “Have a break” for the always-on era—while Google summarises brands with AI, TikTok turns search into ad inventory, and Amazon makes creators visible on product pages.
Volvo sells safety through the life it protects—not the fear it prevents—while platforms shift to faster moderation, schema-driven AI visibility, and deeper subscriber audiences.
