Data & Creativity – Can The Twain Meet?
Walk into a mall or scroll endlessly through your favourite e-commerce app, and you'll notice something curious. Some brands feel timeless, like old companions you trust. Others s…
Marketing
Creating and Managing Brand Portfolios: Balancing Strategy, Scale, and Storytelling
In today's hyper-competitive marketplace, companies rarely rely on a single brand to carry their ambitions. Instead, they build brand portfolios—carefully structured collections o…
How to Avoid Brand Fatigue & Why Brand DNA, Not Campaigns, Drives Lasting Growth
When everyone chases the next viral moment, brands begin to sound alike. Attention is cheap; clicks and impressions are easily bought. But those short bursts of visibility — the f…
Excellent Customer Experience isn’t Optional – It’s Foundational
When customers enjoy their experience, companies grow faster. Better CX drives larger wallet share, makes cross-sells easier, boosts engagement, and ultimately, increases revenue.…
Great Campaigns: Purina – Kitten Therapy
How Playful Kittens Sparked Joy, Adoption, and a Viral Moment
In the spring of 2014, a busy Los Angeles sidewalk hosted an unusual invitation: step into a sleek glass “therapy …
Great Campaigns: Mini and SPCA – Driving Dogs
When MINI New Zealand set out to support their charity partner, the SPCA Auckland, the task was simple in intention but bold in ambition: find a way to encourage more people to ad…
Great Campaigns: Grupo Caridad – Pure Breeds
When Street Dogs Became “Purebreds” for a Day
In the bustling streets of Lima, Peru, countless stray and abandoned dogs roam, each carrying a story of survival. Yet, when it co…
Great Campaigns: Territorio de Zaguates – Unique Breeds
The Story of “Unique Breeds”: How Costa Rica Fell in Love with Its Mutts
In the rolling hills of Costa Rica lies Territorio de Zaguates—the “Land of the Strays.” Founded by ani…
Great Activations: Pedigree “Adoptable”
Pedigree’s “Adoptable” campaign, winner of the Cannes Lions 2024 Outdoor Grand Prix, is a groundbreaking initiative that transforms every Pedigree ad into an adoption opportunity …
Health and Wellness Opportunities in a Shifting Pet Treat Market
In today’s uncertain economy, pet owners are making tougher choices about where their money goes. Rising costs are stretching household budgets, forcing even the most devoted pet …
Why Kellogg’s Lost Its Place at the Breakfast Table: Strategic Missteps in a Changing Market
Few brands in consumer history embody both innovation and cautionary tale as clearly as Kellogg’s.
What began in 1906 with Corn Flakes as a revolutionary “health food” grew in…
Why Labubu Triggers Obsession: The Hidden Psychology of Collectibles
Walk into any pop culture store or scroll through collectible forums, and you’ll inevitably come across one name whispered with awe, frustration, and obsession: Labubu. These quir…
Consistency: The Invisible Force That Builds Iconic Brands
In a marketplace overflowing with choices, trends, and constant noise, brands struggle to hold attention. While many chase innovation, speed, or viral moments, the secret to long-…
Starbucks’ Revival: Why Experience, Not Just Coffee, Is Its New Growth Engine
For years, Starbucks has been more than a coffee chain. It has been a cultural touchpoint, a lifestyle symbol, and—most importantly—a “Third Place” between home and work where peo…