The plan/creative
Section12 briefings on file
Creative & Campaigns
Major campaign launches, creative strategy and their measured business impact.
Haul Videos Halve Their Share of Sponsored Posts as Engagements Slide
Sponsored hauls fell from 2.4% to 1.2% of paid posts, and engagements dropped from 2,633 to 1,780 per post. Brands now want storytelling, not volume.
Lyft Gives Brands the Home Screen With New 'Home Masthead' Ad Unit
Lyft is alpha testing a 'home masthead' ad unit giving brands full ownership of its pre-booking home screen, with Pluto TV and Google among early par…
Tubi Puts $250,000 Into Kickstarter Partnership to Court Indie Creators
Tubi is putting $250,000 into a Fandom Fund with Kickstarter to back indie horror, YA and fan-driven projects, with creators keeping their IP and pre…
Talkspace Signs Michael Phelps for Men's Mental Health Campaign
Talkspace's "Rewriting the Rules" campaign stars ambassador Michael Phelps and member testimonials to reframe masculinity and lower barriers to men s…
Oreo Returns to Holiday Advertising After a Five-Year Gap
Oreo returns to holiday advertising after five years with a 30-second Santa spot from No Notes Productions, built around a father who steals the cook…
GWM unites Haval SUV line under 'Bring on More' platform via Thinkerbell
GWM has launched 'Bring on More', a unified platform for its Haval SUV range via Thinkerbell, spotlighting three hybrids and rolling out nationally a…
Saie Sold Out a Creator-Built Eyeshadow in 12 Hours. Tom Ford Passed First
Saie turned creator Hannah Chody's three-year TikTok hunt for a discontinued Tom Ford shade into a 12-hour sellout and a 305% lift across its core pr…
Sitecore Ships MarketingIQ to Turn AI Search Visibility Into Revenue
Sitecore's MarketingIQ turns Scrunch's AI search findings into staged content fixes with human sign-off, closing a visibility-to-revenue loop. IFS is…
Sabrina Carpenter Fronts Johnnie Walker Holiday Push Directed by Damien Chazelle
Sabrina Carpenter stars in Johnnie Walker's holiday campaign, directed by Damien Chazelle, with a limited-edition Black Label bottle launching across…
Two-Time Cannes Grand Prix Winner Celia Mortlock Joins Wieden+Kennedy Sydney
Two-time Cannes Grand Prix winner Celia Mortlock leaves Johannes Leonardo New York after seven years to join Wieden+Kennedy Sydney as creative direct…
Tourism Tasmania Tells Aussies It's 'Not Really For Tourists'
Tourism Tasmania's 'Not Really For Tourists' campaign via BMF leans on research that 75% of Australians prefer being called travellers, with 86% sayi…
AI Agents on Both Sides: Brand NPCs Meet Shopping Bots
Brand AI characters meet consumer shopping agents: McKinsey sees $3-5T agentic commerce by 2030, while 30% of Gen Z calls AI ads inauthentic.
