Peugeot reframes driving as an emotional space, while platforms optimise creatives earlier, reduce friction, and push audiences into owned channels
KFC proves iconic behaviour beats reinvention—while AI reshapes campaign planning, messaging drives sales, and brands move closer to owned channels.
Dyson turns engineering into proof—while Google expands mid-funnel search ads, Meta unifies creative learning, and Ikea monetises owned platforms.
Oreo proves iconic rituals outlast innovation—while Google predicts creative performance, Meta scales creator ads, and retail media goes local.
Oreo proves consistency beats reinvention—while Google optimises for post-click quality, Meta defaults to Reels, and Primark bets on owned attention.
How Glovo sells the moment, not the delivery, as platforms push AI summaries, short-form leads, and belonging-driven access.
Ryanair turns radical honesty into trust—while Google predicts demand, Meta automates lead gen, and H&M blends creators with owned channels.
Lidl lets surprise do the selling—while Google automates spend, Meta accelerates creator ads, and Nike goes member-first.
Cadbury turns everyday progress into celebration—while Google moves ads earlier in the journey, Meta automates creative refresh, and Zara doubles down on app-first traffic.
Haribo proves that the simplest insight wins—while Google automates asset mixing, Meta turns messaging into the sales funnel, and IKEA builds hype with app-only teasers.
Toyota turns the car into a calm “next step” space—while Google explains ad results in plain language, Meta makes WhatsApp a conversion lane, and Uniqlo bets on ultra-fast drops.
TikTok reframes “scrolling” as the first step of creativity—while Google makes AI video the baseline, Meta unifies attribution, and Decathlon sells access over ownership.
