Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Nintendo – “Still Playing” (2025 Global Brand Campaign)

Nintendo’s “Still Playing” is built around a simple observation: people don’t stop playing, they just play differently. The ad shows the same characters at different stages of life. A kid playing Mario Kart on the floor. Years later, the same person playing on a handheld during a commute. Later still, playing with their own child on the couch. The graphics evolve. The habit stays. The film ends with a line that lands quietly: “Play doesn’t grow old.”

Key marketing lessons

• Redefine longevity as relevance
Nintendo positions itself as a lifelong companion, not a phase or a console cycle.

• Evolution without abandonment
The brand shows change without erasing the past, reinforcing continuity instead of disruption.

• Behaviour over hardware
No specs, no launches, no tech talk. The story lives in how people play, not what they play on.

• Emotion through recognition
Viewers recognise themselves in the timeline, turning nostalgia into connection rather than sentimentality.

• Brand confidence through patience
Nintendo proves you don’t need to chase trends when you’ve built habits that last decades.

A reminder that the strongest brands aren’t the ones that feel new every year. They’re the ones people never stop coming back to.

Latest Trends and News

Google Tests AI-Led Cross-Campaign Learning
Google is experimenting with sharing performance learnings across multiple campaigns within the same account. Winning messages and formats can now influence optimisation faster, reducing duplicated testing.

Meta Expands Automated Creative Versioning
Meta is rolling out automatic creative versioning that adapts copy length, framing, and CTAs per placement. Brands provide fewer base assets while the platform handles variation at scale.

Uniqlo Pushes Data-Driven Store Campaigns
Uniqlo is piloting in-store promotions triggered by local demand data and weather patterns. Marketing decisions are increasingly shaped by real-time signals, not fixed calendars.

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Weekly Tip

Make the Message Easy to Summarise

If someone can’t summarise your idea in one sentence, it’s too complex.

• Aim for a single, clear takeaway
• Avoid stacking conditions or exceptions
• Write with the summary in mind, not as an afterthought

Content that’s easy to summarise is easier to remember, share, and apply.

Weekly Challenge

Creator Self-Audit

This week, refine how you show up online:

• Review your last 5 posts and write one sentence describing the impression each gives
• Check if those impressions align with how you want to be perceived
• Identify one change in tone, format, or topic to adjust next week
• Apply it to your very next post

Being intentional about perception helps you build a stronger, more consistent personal brand.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

H&M – “Wear It Longer” (2025 Global Campaign)

H&M’s “Wear It Longer” challenges the idea that fashion is about constant replacement. The ad follows one garment across different moments and owners. A jacket worn to a first job interview, later handed down to a younger sibling, then repaired and restyled years later. Time passes. Trends change. The jacket stays. The final line appears quietly: “Style lasts when you let it.”

Key marketing lessons

• Shift value from newness to use
H&M reframes fashion around longevity, not drop culture, meeting changing consumer expectations head on.

• Behaviour beats messaging
Instead of talking about sustainability, the ad shows what it looks like in real life.

• Story adds perceived quality
Following one item over time makes it feel more valuable, even without premium positioning.

• Normalize repetition
Wearing the same piece again and again is presented as confidence, not compromise.

• Reposition without denial
H&M does not reject fast fashion history, it redirects the future through behaviour.

A reminder that brands don’t always need to invent new desires. Sometimes they need to reframe the ones people already have.

Latest Trends and News

Google Introduces AI-Driven Audience Signals
Google Ads is testing new audience signals generated automatically from on-site behaviour and conversion patterns. Instead of predefined segments, targeting is becoming more fluid and intent-based.

Meta Tests Creative Quality Scoring
Meta is piloting an internal score that predicts creative effectiveness before ads scale. Ads with clearer hooks and stronger visual contrast are prioritised earlier in delivery.

Zara Pushes App as Primary Marketing Channel
Zara is increasing the number of campaigns launched exclusively through its app before any social or paid media support. The strategy turns the app into a first-touch channel, not just a shopping tool.

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Weekly Tip

Reduce Interpretation

The more your audience has to interpret, the more chances for misunderstanding.

• Say exactly what you mean
• Avoid vague metaphors or indirect phrasing
• Clarify terms that could be read multiple ways

When interpretation drops, clarity rises—and so does trust.

Weekly Challenge

Value Stack Post

This week, layer value instead of spreading it out:

• Create one post that delivers three related insights on the same topic
• Make each insight stronger because it builds on the previous one
• Keep it concise and easy to scan
• End with one question asking which insight helped most

Stacked value increases saves and keeps people engaged longer without needing more posts.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

LEGO – “Left on the Floor” (2025 Global Campaign)

LEGO’s “Left on the Floor” focuses on a moment most parents know too well. The ad shows LEGO builds abandoned mid-play: a half-finished spaceship, a castle missing a tower, a car with no wheels. Hours pass. Night falls. The house goes quiet. Then morning comes. Kids return, sit on the floor, and continue exactly where they left off. Nothing was packed away. Nothing was ruined. The line appears at the end: “Play doesn’t need resetting.”

Key marketing lessons

• Respect real behaviour
LEGO builds the idea around how people actually play, not how brands wish they did.

• Reframe mess as value
What looks like disorder becomes proof of imagination still in progress.

• Longevity without saying it
By showing play continuing over days, LEGO reinforces durability and replayability naturally.

• Child-led storytelling
Adults are almost invisible. The brand lets kids’ rhythms define the narrative.

• Brand confidence through observation
No jokes, no spectacle. Just a moment people instantly recognise.

A reminder that the strongest brands don’t interrupt life to explain themselves. They watch closely, then reflect it back with clarity.

Latest Trends and News

Google Pushes AI-First Campaign Defaults
Google is moving more advertisers into AI-first campaign setups by default, reducing manual choices around keywords, placements, and bidding. The platform is clearly prioritising creative quality and data signals over configuration skills.

Meta Shifts Budget Toward Fewer, Stronger Creatives
Meta is encouraging advertisers to run fewer creatives per campaign, letting the algorithm concentrate spend on top performers faster. The trend signals the end of high-volume creative spam in favour of sharper ideas.

Inditex Tests Cross-Brand App Promotions
Inditex is experimenting with cross-promotions between Zara, Pull&Bear, and Bershka inside its apps. The goal is to increase lifetime value by treating the group as a connected ecosystem, not isolated brands.

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Weekly Tip

Make It Easy to Agree

People resist messages that feel like a hard sell or a strong stance too early. Ease them in.

• Start with a point most people already agree with
• Build from shared understanding, not opposition
• Let the conclusion feel like a natural next step

When agreement feels effortless, persuasion happens quietly.

Weekly Challenge

Profile Conversion Check

This week, focus on turning views into follows:

• Look at your profile through the eyes of someone discovering you for the first time
• Ask one question only: “Is it obvious why I should follow?”
• Adjust one element to improve clarity: bio headline, pinned post, or profile photo
• Leave everything else unchanged for the week
• Track profile visits versus new follows after 3 to 5 days

Small clarity tweaks often have a bigger impact on growth than new content.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

Aesop – “Read the Label” (2025 Global Brand Campaign)

Aesop’s “Read the Label” turns something most people ignore into the centre of the story. The ad shows customers in Aesop stores actually stopping to read product labels. Not quickly. Slowly. One person smiles at a line of copy. Another re-reads a sentence while washing their hands. A third folds the box and keeps it. No product benefits are explained. The words do the work. The film ends with a single line: “If it’s worth making, it’s worth reading.”

Key marketing lessons

• Use language as a differentiator
Aesop treats copy as a product feature, reinforcing its intellectual, thoughtful brand positioning.

• Slow people down on purpose
In a fast-scan culture, encouraging reading becomes an act of distinction.

• Trust your audience’s intelligence
No simplification, no slogans. The brand assumes curiosity and rewards it.

• Product meaning over product promise
Instead of selling outcomes, Aesop sells intention and care.

• Consistency builds cult status
The campaign feels unmistakably Aesop, proving that a clear voice compounds over time.

A reminder that when a brand knows exactly who it is talking to, it doesn’t need to shout.

Latest Trends and News

Google Tests AI-Based Channel Prioritisation
Google is experimenting with AI that decides which channel should receive budget first based on real-time performance signals. Instead of fixed allocations, campaigns adapt dynamically across Search, YouTube, and Display.

Meta Expands Creative Learning Across Accounts
Meta is piloting learning that transfers insights between ad accounts owned by the same business. Winning hooks and formats can now influence performance faster across markets and regions.

El Corte Inglés Pushes Personalised App Campaigns
El Corte Inglés is testing personalised in-app promotions based on browsing and purchase history. The strategy turns the app into a tailored media channel rather than a generic catalogue.

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• Discover 7 ways to enhance your marketing strategy with AI.

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Weekly Tip

Use Familiar Language for New Ideas

New concepts feel safer when they’re explained with known words.

• Avoid inventing terms when common ones work
• Build on phrases your audience already uses
• Introduce novelty in the idea, not the language

Familiar language lowers resistance and makes new ideas easier to accept.

Weekly Challenge

Attention Span Test

This week, optimise for speed of understanding:

• Create one post that can be fully understood in under 5 seconds
• Use a strong headline, simple structure, and no extra context
• Assume the viewer will not read the caption
• Track saves and shares to see if fast clarity improves performance

If people get it instantly, they’re far more likely to engage.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Attention spans are shrinking. Get proven tips on how to adapt:

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Best Ad of the Week

Adidas – “Not Built Overnight” (2025 Global Campaign)

Adidas’ “Not Built Overnight” is a quiet rebuttal to overnight success culture. The ad follows a single idea across different sports and lives: progress taking longer than expected. A runner training in the dark for months before their first race. A footballer practicing alone long after teammates leave. A teenager breaking in the same pair of shoes day after day. The timeline jumps forward slowly, never rushing. The final line appears without music: “Nothing that lasts is rushed.”

Key marketing lessons

• Push back against instant success narratives
Adidas positions patience and repetition as the real markers of progress, aligning with how growth actually happens.

• Time as credibility
By stretching the story over months instead of moments, the campaign feels earned, not inspirational fluff.

• Product integrated through wear
Shoes appear scuffed, broken in, lived with, reinforcing durability and commitment without claims.

• Motivation through realism
The absence of dramatic wins makes the message more believable and more motivating.

• Brand confidence through restraint
No hype, no slogans shouted. Just a clear belief expressed calmly.

A reminder that brands don’t need to promise transformation. They need to respect the time it really takes.

Latest Trends and News

Google Tests AI-Powered Creative Previews
Google is piloting previews that show how AI will remix headlines, images, and CTAs before campaigns go live. The goal is to help advertisers spot weak messaging earlier and launch with stronger creative combinations.

Meta Expands Advantage+ to Awareness Campaigns
Meta is extending its fully automated Advantage+ system beyond performance and shopping into upper-funnel campaigns. Creative and delivery decisions are increasingly handled by AI from the first impression.

IKEA Experiments with Community-First Launches
IKEA is testing product launches shared first with loyalty members and local communities before any paid promotion. The approach prioritises trust and belonging over reach, using owned audiences to validate demand.

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Weekly Tip

Design for Memory, Not Just Attention

Getting attention is only the first step. What really matters is what people remember after scrolling away.

• Focus on one clear idea worth recalling
• Use simple language that’s easy to repeat
• End with a line that reinforces the core message

Attention is temporary. Memory is what builds long-term impact.

Weekly Challenge

One Tool, One Tip

This week, simplify your content by focusing on a single tool or feature:

• Choose one tool you actually use for content, analytics, or planning
• Share one practical tip on how you use it in real life
• Explain the outcome it helps you achieve, not the features
• Ask followers if they want more tips on the same tool

Specific, practical tips position you as experienced and useful, not generic.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

What do Tom Brady, Alex Hormozi, and Jay Shetty all have in common?

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Best Ad of the Week

Spotify – “One Song Left” (2025 Global Campaign)

Spotify’s “One Song Left” is built around a familiar end-of-day moment. The ad follows different people late at night as a playlist winds down. A student finishing notes. A bartender cleaning the counter. Someone staring out of a bus window. Each scene pauses on the same detail: the screen shows “1 song left.” Nobody skips it. The final track plays, and only then does the day truly end. The line appears quietly: “Some endings deserve a last song.”

Key marketing lessons

• Turn UI into storytelling
Spotify uses a tiny interface detail as the emotional hook, proving product truth can carry a narrative.

• Elevate routine into ritual
Listening isn’t framed as background noise, but as a way to close a chapter.

• Restraint creates intimacy
No dialogue, no big moments. Just recognition of how people actually use music.

• Emotion without personalization gimmicks
No data flexing. The feeling is universal, not algorithmic.

• Brand as emotional companion
Spotify positions itself as part of people’s rhythms, not something demanding attention.

A reminder that powerful ads don’t invent new behaviours. They notice the ones people already live with every day.

Latest Trends and News

Google Expands AI Optimisation to Bidding Strategies
Google is testing AI-led bidding that adapts not just to conversion probability, but to predicted lifetime value. Campaigns are being optimised for long-term impact, not short-term wins.

Meta Introduces Ad Fatigue Prevention Signals
Meta is rolling out signals that reduce delivery when ads show early signs of fatigue. Instead of waiting for performance drops, the system slows spend proactively to protect efficiency.

Nike Tests Community-Only Product Announcements
Nike is piloting product announcements shared first with local communities and loyalty members, without public posts. The strategy leans on belonging and access rather than mass exposure.

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Weekly Tip

Make the Insight Actionable in the Mind

Not every tip needs a checklist. Some just need to shift how people think.

• Share a perspective that reframes a common habit
• Focus on the “why” before the “how”
• Leave the reader seeing the same problem differently

When a message changes how someone thinks, it influences what they do later—without telling them what to do.

Weekly Challenge

Content Gap Scan

This week, grow by saying what others aren’t saying:

• Identify 5 creators in your niche and review their last 10 posts
• List the topics they repeat and note what’s missing or barely explained
• Choose one gap and create a post that clearly fills it with practical advice
• Publish it with a direct, benefit-driven first line
• Track saves and comments to see if the gap resonates

When you cover what others overlook, you stand out without chasing trends.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Attention spans are shrinking. Get proven tips on how to adapt:

Mobile attention is collapsing.

In 2018, mobile ads held attention for 3.4 seconds on average.
Today, it’s just 2.2 seconds.

That’s a 35% drop in only 7 years. And a massive challenge for marketers.

The State of Advertising 2025 shows what’s happening and how to adapt.

Get science-backed insights from a year of neuroscience research and top industry trends from 300+ marketing leaders. For free.

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Best Ad of the Week

L’Oréal Paris – “Worth Saying It” (2025 Global Campaign)

L’Oréal Paris’ “Worth Saying It” revisits its most iconic line, but with a twist. The ad shows women in moments where they hesitate to speak up: asking for a raise, correcting a doctor, setting a boundary on a date, interrupting a meeting. Each pause stretches slightly longer than expected. Then one woman speaks. The others follow. Only at the end does the line appear, reworked but familiar: “Because you’re worth saying it.”

Key marketing lessons

• Refresh an iconic asset without breaking it
L’Oréal evolves “Because you’re worth it” into action, keeping heritage while making it contemporary.

• Shift beauty from appearance to agency
The brand reframes confidence as voice, not looks, expanding relevance beyond cosmetics.

• Tension creates identification
Those silent pauses mirror real hesitation, pulling viewers into the moment emotionally.

• Purpose grounded in behaviour
Empowerment is shown through everyday actions, not declarations or slogans.

• Brand leadership through consistency
L’Oréal stays true to its long standing mission while adapting it to modern social dynamics.

A reminder that strong brand platforms don’t need reinvention. They need reinterpretation that reflects how people actually live today.

Latest Trends and News

Google Tests AI-Driven Conversion Windows
Google Ads is experimenting with models that estimate when users are most likely to convert after seeing an ad. The shift puts more weight on timing and post-view behaviour, not just immediate clicks.

Meta Prioritises Message Quality Over Volume
Meta is refining delivery to favour campaigns that generate meaningful conversations rather than high message volume. Brands using WhatsApp and Instagram DMs are being rewarded for relevance, not spammy flows.

Mango Experiments with Silent Product Launches
Mango is testing launches with no public posts, relying only on app notifications and email. The strategy focuses on exclusivity and owned audiences instead of mass visibility.

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Weekly Tip

Choose the Moment, Not Just the Message

Even the right message can fail if it arrives at the wrong time. Relevance depends on timing as much as content.

• Think about what your audience is dealing with right now
• Match your message to their current mindset or situation
• Delay publishing if the moment isn’t right yet

When timing aligns with need, your message feels useful instead of intrusive.

Weekly Challenge

No-Edit Caption Test

This week, write faster and trust your instincts:

• Write one caption in a single pass, no rewriting or polishing
• Post it exactly as written
• Focus on clarity, not cleverness
• Compare comments and saves with captions you usually overedit

Overediting often removes personality. This challenge helps you see if raw clarity performs better.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

American Express – “Worth Remembering” (2025 Global Brand Campaign)

American Express’ “Worth Remembering” builds on a simple insight: the most valuable purchases are rarely the most expensive ones. The ad shows small moments people remember long after the transaction is forgotten. A last minute train ticket to attend a friend’s wedding. A cheap concert seat that turns into a life defining night. A modest dinner paid without hesitation because the moment mattered more than the bill. Prices are never shown. Receipts never appear. The film ends with one quiet line: “Value lives after the payment.”

Key marketing lessons

• Redefine value emotionally
American Express moves the conversation away from rewards and benefits toward memory and meaning.

• Sell what happens next
The card isn’t positioned as a payment tool, but as an enabler of moments people carry with them.

• Understatement builds trust
No big claims, no features. Confidence comes from restraint.

• Universal storytelling
Everyone recognises moments that were worth it in hindsight, making the idea instantly relatable.

• Brand consistency without repetition
The campaign feels aligned with AmEx’s long standing focus on experiences, without leaning on slogans or clichés.

A reminder that the strongest financial brands don’t compete on transactions. They compete on what people remember long after.

Latest Trends and News

Google Tests AI-Powered Offer Personalisation
Google Ads is experimenting with dynamically adjusting offers and value propositions based on user intent signals. The same product can surface different benefits depending on where the user is in the decision journey.

Meta Expands Automated Creative Cropping
Meta is rolling out smarter auto-cropping for images and videos across placements. Creatives are now adapted automatically for Feed, Stories, and Reels, reducing production overhead but increasing the need for strong core visuals.

Pull&Bear Pushes App-Only Early Access
Pull&Bear is piloting early access to collections exclusively through its app before any public announcement. The strategy reinforces owned channels and turns the app into a primary launch platform.

Sponsored Section

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Optimizing for growth? Go-to-Millions is Ari Murray’s ecommerce newsletter packed with proven tactics, creative that converts, and real operator insights—from product strategy to paid media. No mushy strategy. Just what’s working. Subscribe free for weekly ideas that drive revenue.

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Weekly Tip

Make the Message Feel Intentional

Random content feels random. Intentional content feels trustworthy.

• Know why this message exists before publishing
• Align tone, structure, and takeaway with that purpose
• Remove anything that feels accidental or off-topic

When intent is clear, confidence shows—and audiences respond to it.

Weekly Challenge

Content Boundary Post

This week, clarify what you do and what you don’t:

• Identify one topic, tactic, or approach you intentionally avoid
• Create a short post explaining why it doesn’t fit your philosophy or goals
• Share what you focus on instead and who that’s for
• Invite followers to reflect on whether it aligns with their own approach

Clear boundaries attract the right audience and strengthen your positioning.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

Iberdrola – “Before the Light Comes On” (2025 Spanish Campaign)

Iberdrola’s “Before the Light Comes On” focuses on something energy brands rarely show: everything that happens before electricity becomes invisible. The ad opens in darkness. Not dramatic darkness, just early morning. A city slowly waking up. Wind moving turbines at dawn. Engineers checking systems while most people still sleep. Only at the very end do we see lights turning on in homes, offices, cafés. The line closes the film: “Energy works best when you don’t think about it.”

Key marketing lessons

• Show the unseen work
By highlighting what happens before consumption, Iberdrola builds respect and trust without technical explanation.

• Reframe reliability as value
Energy isn’t positioned as innovation or disruption, but as continuity. Things work. Life flows.

• Calm tone builds credibility
No urgency, no warnings, no big promises. Just quiet competence.

• Infrastructure made human
People, not power plants, carry the story, making a complex category feel accessible.

• Local relevance, broad meaning
The Spanish settings ground the campaign, but the insight applies anywhere electricity is taken for granted.

A reminder that the strongest brands don’t need attention when things go right. They earn it by making sure nothing goes wrong.

Latest Trends and News

Google Introduces AI-Driven Ad Explanations
Google Ads is testing plain-language explanations that tell advertisers why an ad is performing well or poorly. Instead of dashboards full of metrics, marketers get clearer guidance on what to change and why.

Meta Pushes Campaign Setup Toward Full Automation
Meta is simplifying campaign creation by removing more manual options and defaulting to AI-led optimisation. The platform is clearly signalling that future performance will depend more on creative quality than on targeting tweaks.

Zara Experiments with Micro-Drops
Zara is testing smaller, more frequent product drops promoted through social and app notifications. The strategy favours constant novelty and speed over traditional seasonal launches.

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Weekly Tip

Write to Be Understood in One Pass

If your message needs rereading to make sense, it’s too heavy.

• Assume the reader is distracted
• Make the idea clear the first time through
• Remove sentences that require mental backtracking

Content that’s understood in one pass feels effortless. And effortless content gets read.

Weekly Challenge

Two-Sentence Value

This week, train clarity by limiting how much you say:

• Create one post where the entire message fits into two short sentences
• The first sentence states the problem or insight
• The second sentence delivers the solution or takeaway
• Pair it with a simple visual and no extra explanation

Track saves and comments to see if tighter messaging makes your content easier to consume and remember.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Your competitors are already automating. Here's the data.

Retail and ecommerce teams using AI for customer service are resolving 40-60% more tickets without more staff, cutting cost-per-ticket by 30%+, and handling seasonal spikes 3x faster.

But here's what separates winners from everyone else: they started with the data, not the hype.

Gladly handles the predictable volume, FAQs, routing, returns, order status, while your team focuses on customers who need a human touch. The result? Better experiences. Lower costs. Real competitive advantage. Ready to see what's possible for your business?

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Best Ad of the Week

Puma – “See the Effort” (2025 Global Campaign)

Puma’s “See the Effort” flips sports advertising away from the winning moment and onto everything just before it. The ad never shows a finish line. Instead, it lingers on effort itself: heavy breathing before a sprint, shaking legs after a missed lift, hands chalked but still hesitating. Faces are tired, not triumphant. Only at the end do we see movement resume. The line appears simply: “This is what it looks like.”

Key marketing lessons

• Shift the spotlight from results to reality
Puma validates the invisible part of sport, making effort itself the hero.

• Authenticity beats perfection
Sweat, doubt and hesitation feel more motivating than flawless performance.

• Meet the audience where they are
Most people live in the middle of the journey, not at the podium. This campaign speaks directly to them.

• Emotion through restraint
No music drop, no climax. The honesty of the moments carries the message.

• Brand through attitude, not slogans
Puma positions itself as the brand that understands the grind, not just the glory.

A reminder that motivation doesn’t always come from seeing what’s possible. Sometimes it comes from recognising exactly where you are.

Latest Trends and News

Google Tightens Control Over Automated Creatives
Google is refining how AI-generated creatives are approved and scaled, placing more weight on clarity and consistency before increasing spend. Automation stays central, but brands are being nudged to provide stronger inputs from the start.

Meta Accelerates Shift Toward Messaging Commerce
Meta is pushing more campaign delivery toward WhatsApp and Instagram DMs, especially for lead and sales objectives. Messaging is no longer a support layer, it’s becoming the main conversion path.

H&M Expands Digital-Only Campaign Testing
H&M is running more campaigns exclusively online before committing to full rollouts. Performance data from digital launches is now shaping product focus, creative direction, and media investment.

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Weekly Tip

Design for Decision-Making

Good content doesn’t just inform. It helps people decide faster.

• Reduce options to the one that matters most
• Present information in a clear order of importance
• Remove anything that delays the next step

When your content supports a decision, not just understanding, it becomes far more valuable.

Weekly Challenge

Content Shelf Life Test

This week, focus on how long your content stays useful:

• Create one post designed to be relevant for at least six months, not tied to trends or news
• Make it practical and specific so someone could save it and use it later
• Publish it alongside your usual content
• After a few days, compare saves and shares against trend based posts

Evergreen content compounds over time and often becomes your quiet growth engine.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Run ads IRL with AdQuick

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Best Ad of the Week

AXA – “The One Thing” (2025 Global Insurance Campaign)

AXA’s “The One Thing” is built around a powerful reduction. The ad shows complex life situations in motion: a busy intersection, a crowded festival, a family rushing out the door. Then everything freezes except one detail. A seatbelt clicking. A door locking. A phone call being made. The narration is minimal. The line appears at the end: “Protection is usually one decision.”

Key marketing lessons

• Simplify a complex category
Insurance is overwhelming by nature. AXA cuts through by focusing on one decisive action instead of endless scenarios.

• Use pause to create meaning
Freezing the world around a single gesture forces attention and makes the insight stick.

• Sell prevention, not fear
The campaign avoids accidents and consequences, positioning protection as calm and proactive.

• Make responsibility feel human
Small actions are shown as personal choices, not corporate obligations.

• Authority through restraint
No claims, no numbers, no product breakdown. Confidence comes from clarity.

A reminder that in categories built on complexity, the strongest story is often the one that removes everything unnecessary.

Latest Trends and News

Google Experiments with AI-Powered Ad Storylines
Google is testing ad formats where AI dynamically changes the narrative sequence shown to users based on behaviour. Instead of one static message, ads evolve as interest increases.

Meta Prioritises Engagement Depth Over Reach
Meta is shifting optimisation signals toward deeper engagement actions such as saves, replies, and message opens. Brands chasing raw reach may see weaker delivery compared to those driving meaningful interaction.

Leroy Merlin Tests Creator-Led Tutorials as Ads
Leroy Merlin is piloting paid campaigns built entirely around creator tutorials instead of product-focused creatives. Education-first content is proving more effective than classic promotional formats.

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Weekly Tip

Choose What Not to Say

Strong messages come from deliberate omission. Every extra idea competes with the main one.

• Decide the single point that truly matters
• Cut anything that doesn’t directly support it
• Trust that clarity beats completeness

When you choose what not to say, what remains becomes sharper, clearer, and easier to remember.

Weekly Challenge

Creator Bookmark Test

This week, learn from content you almost scroll past:

• Each day, save one post that made you stop scrolling
• At the end of the week, review all saved posts and look for patterns in hooks, format, and tone
• Create one post inspired by those patterns, not copying the topic
• Publish it and track saves and comments

What you save subconsciously often reveals what actually works.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

Visa – “Tap. And It’s Done.” (2025 Global Campaign)

Visa’s “Tap. And It’s Done.” is built around how invisible payments have become. The ad strings together dozens of everyday moments where paying is no longer a moment at all. A coffee picked up mid-conversation. A metro gate opening without breaking stride. A street vendor handing over food while already serving the next customer. We never see money, receipts, or screens linger. Just movement. The film ends with a simple line: “The best payments don’t interrupt life.”

Key marketing lessons

• Elevate invisibility into value
Visa turns “not being noticed” into its strongest benefit, reframing frictionless payment as freedom.

• Show speed without talking speed
No numbers, no claims. The pace of life itself becomes the proof.

• Focus on flow, not technology
The campaign sells continuity. Life keeps moving because payment disappears.

• Universality drives scale
Tapping works the same everywhere. The idea travels instantly across cultures and categories.

• Brand confidence through understatement
Visa doesn’t explain what it does. It shows what happens when it works perfectly.

A reminder that the most powerful brands don’t add moments to people’s lives. They remove them.

Latest Trends and News

Google Expands AI-Assisted Media Planning
Google is testing tools that recommend channel mix, formats, and budget split before a campaign launches. Media planning is shifting from manual decisions to AI-led suggestions from day one.

Meta Pushes Reels as Default Inventory
Meta is increasingly delivering ads into Reels by default across campaign types. Brands not designing specifically for short-form video are seeing weaker performance as Reels becomes the core surface.

Amazon Tests Product Launches Inside Its App
Amazon is piloting limited product launches promoted only through in-app placements. The strategy prioritises owned attention and reduces dependence on external media for demand generation.

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Weekly Tip

Use Active Voice

Active voice makes messages clearer, faster, and more confident. It removes ambiguity and keeps the reader moving.

• Say who does what, directly
• Replace passive constructions with clear subjects
• Use verbs that show action, not process

Active voice reduces effort for the reader. When sentences feel direct, your message feels more trustworthy and easier to follow.

Weekly Challenge

Single Action Post

This week, reduce overwhelm by asking for just one thing:

• Create one post with a single, clear action for the reader
• Remove all secondary tips or CTAs
• Make the action easy to understand and execute
• Track comments or saves to see if simplicity improves engagement

When people know exactly what to do, they’re more likely to do it.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Run ads IRL with AdQuick

With AdQuick, you can now easily plan, deploy and measure campaigns just as easily as digital ads, making them a no-brainer to add to your team’s toolbox.

You can learn more at www.AdQuick.com

Best Ad of the Week

Burger King – “Order From McDonald’s” (2025 Global Stunt Campaign)

Burger King’s “Order From McDonald’s” is a masterclass in confidence through provocation. The ad encourages people to open the McDonald’s app, scroll the menu, and then… close it and order a Whopper instead. The execution is blunt, almost rude. No jokes. No comparisons. Just one instruction repeated across billboards, social posts, and video: “Order from McDonald’s. We dare you.”

Key marketing lessons

• Confidence beats explanation
Burger King doesn’t argue why it’s better. It challenges you to check for yourself.

• Turn the competitor into a prop
McDonald’s isn’t attacked. It’s used as a reference point, which signals category leadership rather than insecurity.

• Provocation drives attention
The idea is simple, slightly uncomfortable, and impossible to ignore. That tension fuels conversation.

• Simplicity scales fast
One sentence. One idea. Easy to adapt across markets and formats.

• Brand voice consistency
The campaign feels unmistakably Burger King: bold, irreverent, and willing to poke the giant.

A reminder that sometimes the strongest persuasion isn’t convincing people. It’s daring them.

Latest Trends and News

Google Introduces AI-Based Demand Forecasts
Google Ads is testing forecasts that predict short-term demand by category and location. Advertisers can anticipate spikes and adjust budgets earlier, moving from reactive to predictive media planning.

Meta Pushes Lead Generation Inside Reels
Meta is expanding lead-focused formats within Reels, with faster forms and fewer steps. Short-form video is no longer just for awareness, it’s becoming a direct acquisition channel.

Uniqlo Tests Limited App-Only Launches
Uniqlo is piloting product drops available exclusively through its app for the first 24 hours. The approach builds urgency while strengthening owned channels and first-party data.

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Weekly Tip

Make the Value Obvious at a Glance

Most readers decide in seconds whether to continue. Help them understand why it matters immediately.

• Use a clear opening that states the benefit
• Avoid abstract or vague first lines
• Let the reader know what they’ll gain right away

When the value is obvious at a glance, attention comes naturally.

Weekly Challenge

Content Decision Filter

This week, improve results by being more selective:

• Before posting anything, ask one question: “What action do I want the reader to take?”
• If the post does not clearly support that action, do not publish it
• Share only two or three posts this week that pass this filter
• Compare engagement quality (comments, saves, DMs) with a normal week

Better content decisions usually outperform higher volume.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

The Future of Shopping? AI + Actual Humans.

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• Only 10% of shoppers buy through AI-recommended links

• 87% discover products through creators, blogs, or communities they trust

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Best Ad of the Week

Air France – “The Moment You Sit Down” (2025 Global Brand Campaign)

Air France’s “The Moment You Sit Down” focuses on a small but emotionally loaded instant: settling into your seat before takeoff. The ad shows passengers finally sitting after the rush of travel. A woman exhales and closes her eyes. A man places his book on the tray table with intention. A child leans against the window, calm for the first time all day. No aircraft takes off. No destination is shown. The film ends with one quiet line: “Your journey starts when you feel at ease.”

Key marketing lessons

• Own a neglected moment
Instead of selling destinations or service lists, Air France claims a single emotional transition point.

• Calm as premium positioning
Slowness, silence and restraint communicate quality more effectively than spectacle.

• Sell feeling, not logistics
Seats, meals and service are implied through emotion, not described.

• Luxury through reassurance
The brand positions itself as a place where stress fades, not excitement peaks.

• Focus sharpens memory
By anchoring the story to one moment, the message becomes easy to recall and associate with the brand.

A reminder that strong brands don’t try to own the whole journey. They choose the moment that matters most and make it unmistakably theirs.

Latest Trends and News

Google Introduces AI-Based Conversion Predictions
Google Ads is testing predictions that estimate the likelihood of conversion before a user clicks. This pushes optimisation earlier in the funnel and rewards clearer offers and stronger intent signals.

Meta Expands Automated Creative Testing
Meta is rolling out wider automated testing that launches multiple creative variants at once and scales winners faster. The focus is speed: less manual setup, quicker performance signals.

Carrefour Tests App-Only Flash Promotions
Carrefour is piloting short, app-only promotions announced via push notifications. The strategy drives urgency while strengthening first-party data and reducing reliance on paid reach.

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Weekly Tip

Say It Once, Say It Clean

Repeating yourself weakens impact. A clear idea doesn’t need reinforcement through volume.

• Express the point in its strongest form
• Remove rephrases that don’t add new meaning
• Trust clarity over repetition

One clean statement lands harder than the same idea said three different ways.

Weekly Challenge

Engagement Reset

This week, clean up how you interact, not what you post:

• Stop liking without commenting. Leave fewer but more thoughtful comments
• Reply to every comment on your posts with a question or added value
• Ignore vanity metrics and focus only on conversations started
• At week’s end, note how many real exchanges you had, not likes

Real growth comes from interaction quality, not activity volume.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Your competitors are already automating. Here's the data.

Retail and ecommerce teams using AI for customer service are resolving 40-60% more tickets without more staff, cutting cost-per-ticket by 30%+, and handling seasonal spikes 3x faster.

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Gladly handles the predictable volume, FAQs, routing, returns, order status, while your team focuses on customers who need a human touch. The result? Better experiences. Lower costs. Real competitive advantage. Ready to see what's possible for your business?

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Best Ad of the Week

Lush – “Made By Hand” (2025 Global Brand Campaign)

Lush’s “Made By Hand” puts the spotlight on something most beauty ads hide: the making. The film shows Lush employees mixing, shaping and cutting products by hand in real factories. You see hands stained with colour, imperfect edges, batches that don’t look identical. There’s no voiceover, just ambient sound and occasional laughter. The closing line appears quietly: “If it’s made by people, it should look like it.”

Key marketing lessons

• Imperfection as proof
Lush reframes inconsistency as authenticity, turning what could be seen as a flaw into a trust signal.

• Process builds credibility
By showing how products are made, the brand removes distance and mystery, which strengthens belief.

• Values without slogans
Ethics, sustainability and transparency are communicated through action, not claims.

• Human-first positioning
Employees are the heroes, not influencers or models, reinforcing Lush’s activist brand DNA.

• Stand out by showing less polish
In a category obsessed with perfection, rawness becomes differentiation.

A reminder that when a brand truly believes in how it makes things, showing the process can be more powerful than selling the result.

Latest Trends and News

Google Pushes AI-Based Keyword Expansion
Google Ads is testing AI-driven keyword expansion that automatically adds mid- and upper-funnel queries based on conversion patterns. The change reduces manual keyword work and shifts control further toward algorithmic discovery.

Meta Introduces Outcome-Based Creative Ranking
Meta is piloting a system that ranks creatives by expected outcome, not engagement. Ads are prioritised based on predicted sales or leads, pushing brands to design creative with clearer intent signals.

Ikea Tests Repair-Focused Campaigns
Ikea is experimenting with campaigns that promote repairing and extending product life instead of buying new. The initiative blends sustainability with brand trust, using workshops and content rather than discounts to drive engagement.

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Weekly Tip

Make the Message Easy to Finish

Content that feels endless gets abandoned. Content that feels finishable gets read.

• Keep sections short and clearly separated
• Avoid adding ideas after the main point is made
• Let the reader sense a clear ending approaching

When content feels easy to finish, people are far more likely to stay until the last line.

Weekly Challenge

Follow-Up Content Loop

This week, stop posting and moving on too fast:

• Publish one post and actively watch the comments and DMs it generates
• Identify one repeated question, doubt, or reaction
• Create a second post answering or expanding on that exact response
• Clearly reference that it’s a follow-up to the previous post

This loop turns one idea into two pieces of content, improves relevance, and shows your audience you actually listen.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Run ads IRL with AdQuick

With AdQuick, you can now easily plan, deploy and measure campaigns just as easily as digital ads, making them a no-brainer to add to your team’s toolbox.

You can learn more at www.AdQuick.com

Best Ad of the Week

IKEA – “The Last Chair” (2025 Global Campaign)

IKEA’s “The Last Chair” is built around a familiar, slightly uncomfortable moment: arriving late and not knowing where to sit. The ad shows different gatherings already in progress. A family dinner. A student house party. A team meeting running long. In each scene, one chair is missing. Someone quietly stands up, grabs a chair from another room, and joins in. No one comments. Life continues. The line appears at the end: “There’s always room.”

Key marketing lessons

• Focus on social truth
IKEA taps into a real, universal behaviour that instantly feels familiar.

• Furniture as facilitator, not hero
The chair isn’t special. Its value comes from what it allows: inclusion.

• Emotion through understatement
No jokes, no big reveal. The message lands because it feels observed, not constructed.

• Human-centred brand role
IKEA positions itself as the brand that adapts to people, not the other way around.

• Everyday moments scale globally
The insight works across cultures because belonging looks the same everywhere.

A reminder that the strongest product stories aren’t about design or price. They’re about the moments products quietly make possible.

Latest Trends and News

Google Tests AI-Driven Creative Sequencing
Google is experimenting with ad sequencing managed by AI, showing different creatives to users based on where they are in the decision journey. Messaging now evolves automatically from awareness to conversion.

Meta Expands Advantage+ to Cross-Border Sales
Meta is piloting Advantage+ campaigns optimised for cross-border e-commerce, handling localisation, audience expansion, and delivery across multiple countries with minimal setup.

Zara Experiments with Live Shopping Drops
Zara is testing short live shopping sessions promoted through its app and social channels. The format blends urgency, limited stock, and real-time interaction to drive faster purchase decisions.

Sponsored Section

The Future of AI in Marketing. Your Shortcut to Smarter, Faster Marketing.

This guide distills 10 AI strategies from industry leaders that are transforming marketing.

• Learn how HubSpot's engineering team achieved 15-20% productivity gains with AI

• Learn how AI-driven emails achieved 94% higher conversion rates

• Discover 7 ways to enhance your marketing strategy with AI.

Outpace your competitors by mastering AI.

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Weekly Tip

Choose One Lens

The same idea can mean different things depending on how it’s viewed. Pick one lens and stick to it.

• Decide if you’re framing the idea as efficiency, growth, risk, or insight
• Filter examples and language through that lens
• Avoid switching perspectives mid-message

A single lens creates coherence. When everything is seen through it, the message feels sharper and more intentional.

Weekly Challenge

Comment Trigger Test

This week, learn what actually makes people reply:

• Create one post that includes a very specific choice question (this or that, agree or disagree, option A or B)
• Keep the caption short and focused on that single decision
• Reply to the first 5 comments to keep momentum
• After 48 hours, review comment count and comment quality

Specific choices lower the effort to respond and often unlock more meaningful conversations.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Your competitors are already automating. Here's the data.

Retail and ecommerce teams using AI for customer service are resolving 40-60% more tickets without more staff, cutting cost-per-ticket by 30%+, and handling seasonal spikes 3x faster.

But here's what separates winners from everyone else: they started with the data, not the hype.

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Best Ad of the Week

Bosch – “Like a Bosch, Every Day” (2025 Global Campaign)

Bosch’s “Like a Bosch, Every Day” shifts the brand away from specs and into daily reliability. The ad follows a single day across different households. A dishwasher running overnight so a family wakes up to a clean kitchen. A washing machine finishing just before a kid’s football match. An oven preheating silently while someone double checks a recipe. Nothing dramatic happens. Everything just works. The film ends with a calm line: “When things work, life moves.”

Key marketing lessons

• Reliability as emotional value
Bosch turns dependability into peace of mind, not a technical promise.

• Sell outcomes, not performance
Instead of noise levels or energy ratings, the ad focuses on what people gain: time, calm, continuity.

• Everyday moments build trust
By choosing ordinary scenarios, the brand feels credible and present in real life.

• Quiet confidence beats claims
No comparisons, no exaggeration. The absence of hype reinforces quality.

• Consistent brand positioning
Bosch stays disciplined to its long term territory of precision and trust, without reinventing itself.

A reminder that some brands don’t need attention. They earn loyalty by never getting in the way.

Latest Trends and News

Google Introduces AI-Based Creative Readiness Scores
Google Ads is testing a score that predicts whether a creative is ready to scale before budget is increased. The focus is on clarity, visual contrast, and message alignment, helping brands avoid scaling weak ads.

Meta Pushes Reels as Default Conversion Surface
Meta is increasingly routing conversion campaigns toward Reels, even for lower-funnel objectives. Short-form video is no longer just awareness, it’s becoming the main sales driver inside Meta’s ecosystem.

Lidl Tests Digital-Only Weekly Campaigns
Lidl is piloting weekly promotions announced exclusively through its app and social channels, reducing reliance on printed flyers. The move strengthens owned channels and supports faster, more flexible campaign cycles.

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Weekly Tip

Signal the Payoff Early

People commit attention when they know what they’ll get in return.

• Make the benefit clear in the first line
• Avoid hiding the payoff behind long explanations
• Reinforce the value once before closing

When the reward is visible early, readers stay engaged to the end.

Weekly Challenge

One Promise Post

This week, make one clear promise and deliver on it:

• Identify one specific outcome your audience wants
• Create one post that promises that outcome in the first line
• Deliver exactly one actionable step that moves them closer to it
• End by asking if they want a follow-up on the same topic

Clear promises set expectations. Meeting them builds trust and repeat engagement.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

HSBC – “The Missing Piece” (2025 Global Brand Campaign)

HSBC’s “The Missing Piece” is built around a subtle insight: most big decisions fail not because of ambition, but because of what’s overlooked. The ad follows different life moments moving smoothly, until they don’t. A founder pitching confidently but missing a key regulation detail. A family buying abroad without understanding local taxes. A student planning to study overseas, unaware of visa timing. Each story pauses just before the mistake, then rewinds slightly. HSBC enters not as a hero, but as context. The film ends with one line: “Progress works better when nothing is missing.”

Key marketing lessons

• Position expertise as reassurance
HSBC doesn’t dramatise risk. It calmly shows how knowledge prevents friction.

• Sell foresight, not products
Accounts, loans and services are never named. The value is anticipation, not transactions.

• Complexity made human
Global finance is translated into everyday decisions people actually face.

• Pause as a storytelling tool
Stopping just before the mistake creates tension without fear, keeping the tone confident and premium.

• Brand as partner, not protagonist
HSBC supports decisions quietly, reinforcing trust instead of control.

A reminder that the strongest brands don’t promise to move you faster. They make sure you don’t miss what matters along the way.

Latest Trends and News

Google Tests AI-Guided Creative Briefs
Google is piloting tools that generate suggested creative briefs inside Google Ads, including messaging angles and format recommendations. Campaign planning is becoming more prescriptive and AI-led from the start.

Meta Expands Reels Placement Defaults
Meta is increasing automatic delivery to Reels across most campaign types. Even when not selected manually, Reels are becoming the primary surface for distribution and learning.

Loewe Experiments with Cultural-First Launches
Loewe is testing product launches tied to cultural events and exhibitions rather than fixed calendars. The strategy builds relevance through context and storytelling instead of pure media weight.

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Weekly Tip

Make the Idea Stand Alone

Assume your content will be seen in isolation. If it needs extra context, it loses power.

• Avoid references like “as mentioned before”
• Give just enough context for instant understanding
• Let the idea make sense on its own

When each piece stands alone, it travels further and lands stronger.

Weekly Challenge

Pattern Break Post

This week, intentionally break your usual content pattern:

• Identify one thing you always do the same way (format, tone, length, visuals)
• Change only that one element in your next post
• Keep the topic and value consistent
• Observe comments and saves to see if the change triggers more attention

Small pattern breaks refresh your feed and can reawaken audience interest without changing your strategy.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

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Best Ad of the Week

WhatsApp – “Say It Once” (2025 Global Campaign)

WhatsApp’s “Say It Once” is built on a simple human frustration: repeating yourself. The ad shows everyday moments where one message replaces dozens. A family group finally agrees on a meeting point. A small business sends one update instead of answering the same question all day. A group of friends settles plans with a single voice note. No features are explained. The message lands at the end: “When it matters, say it once.”

Key marketing lessons

• Turn friction into insight
The campaign starts from a real annoyance people instantly recognise, making the message feel earned.

• Sell relief, not technology
WhatsApp avoids encryption or features and focuses on the emotional benefit: less noise, more clarity.

• Behaviour-led storytelling
Every scene is built around how people actually use the app, not how the brand wants them to.

• Simplicity scales globally
One idea, minimal dialogue, universal situations. The concept works in any market.

• Product as invisible infrastructure
WhatsApp positions itself as the quiet layer that makes coordination easier, not the centre of attention.

Sometimes the strongest value proposition isn’t speed or innovation. It’s making life a little less repetitive.

Latest Trends and News

Google Expands AI Ad Reviews Before Launch
Google is testing pre-launch AI checks that flag weak value propositions, unclear pricing, and low-contrast visuals. The aim is to improve performance before spend begins, not after budgets are wasted.

Meta Rolls Out Account-Level Learning
Meta is piloting optimisation that shares learnings across all campaigns in an account. Winning hooks and formats now influence delivery everywhere, speeding up results and reducing duplicate testing.

IKEA Experiments with Shoppable Editorials
IKEA is testing editorial-style content that links inspiration directly to purchase inside its app. Product discovery starts with stories and ideas, not catalog pages, blending media and commerce in one flow.

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Weekly Tip

Write for the Second Read

Great content often gets read twice. The first time to understand, the second to confirm or remember.

• Make the core idea obvious on a quick scan
• Ensure rereading adds clarity, not confusion
• Remove anything that only works once

When content improves on a second read, it feels thoughtful, not disposable.

Weekly Challenge

Audience Reminder Post

This week, remind people why they follow you:

• Create one post clearly stating what kind of content you share and who it’s for
• Keep it simple and benefit-driven, no storytelling
• Pin the post to your profile for the week
• Track profile visits and new follows after publishing

Clear positioning helps the right audience stay—and attracts more of them.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

What do Tom Brady, Alex Hormozi, and Jay Shetty all have in common?

They all have newsletters.

If you’re building a personal brand, social can only take you so far. Algorithms glitch. Reach tanks. But a newsletter gives you real ownership and revenue.

That’s why we built a free 5-day email course that shows you how to grow and monetize with sponsorships, digital products, and B2B services.

Usually we charge $97, but for the next 24 hours it’s free. Sign up for the course today.

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Best Ad of the Week

John Lewis – “The Long List” (2025 UK Campaign)

John Lewis’ “The Long List” shifts focus from the gift to the intention behind it. The ad follows different people quietly adding items to a notes app throughout the year. A woman saves a book title after a passing comment from her sister. A dad screenshots a toy months before Christmas. A partner adds a lamp after noticing bad lighting during dinner. None of the gifts are bought immediately. The film ends on Christmas morning, when the list finally turns into wrapped presents. The line lands softly: “The best gifts are never last minute.”

Key marketing lessons

• Sell thoughtfulness, not products
John Lewis positions itself as the place for people who pay attention, not impulse buyers.

• Stretch the buying moment
By showing gift decisions happening months earlier, the brand expands relevance beyond peak season.

• Emotion lives in observation
Noticing is framed as the real act of care, making the brand feel human and warm.

• Quiet storytelling builds trust
No spectacle, no twist, just recognition of behaviour people already live.

• Consistent brand role
John Lewis reinforces its long-standing territory of meaning, not price or speed.

A reminder that great retail brands don’t just help you buy things. They help you show people you were listening.

Latest Trends and News

Snapchat Pushes Sponsored AR Lenses for Retail
Snapchat is expanding sponsored AR lenses designed specifically for product try-ons and store traffic. Brands are using them as mid-funnel tools, blending playfulness with practical purchase intent.

PayPal Launches Native Ads Inside Checkout
PayPal is testing native ad placements during checkout flows, offering brands high-intent exposure at the moment of purchase. The move turns payments into a new media surface, not just a transaction layer.

Shopify Expands Creator Affiliate Tools
Shopify has rolled out improved affiliate tracking and payouts for creator-led sales. The update makes it easier for brands to manage long-term creator partnerships directly inside their commerce stack.

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Weekly Tip

Make the Message Easy to Repeat

If someone can’t explain your idea to someone else, it’s too complex.

• Use simple phrasing that’s easy to recall
• Avoid layered or conditional statements
• Aim for one sentence people could repeat accurately

When your message is easy to repeat, it spreads naturally and sticks longer.

Weekly Challenge

Content Friction Test

This week, reduce how much effort it takes to engage with your content:

• Create one post where engaging requires only one simple action
• Avoid multi step CTAs or long explanations
• Make the action obvious and easy (one tap, one word, one choice)
• Track comments and interaction compared to posts that ask for more effort

Lower friction often leads to higher participation, especially with cold or passive audiences.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.