Smirnoff’s Brand Boss; Why Brands Pivot; Paddy Power’s Sporting Success; Brands In Britain

Issue #45 | 20.01.2025

Another Monday... To help you shake off those blues, Creative Salon brings you the latest from the world of advertising. Dive in!

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??Smirnoff's Stephanie Jacoby On The Brand's?Cultural Relevance

"The party's better when everyone's invited," says Smirnoff senior vice president Stephanie Jacoby , talking about how the brand's inclusivity drive stands true today under its "We do we" platform.?From the rise of Gen Zers keen on “mindful drinking”, to its ongoing relationship?with McCann Worldgroup and Dazed Studio , to the importance of long-term brand building, Jacoby shares the lessons that have helped the Diageo-owned brand keep its position as the nation’s best-selling vodka.?Read Now.

???The Brand Pivot & How To (Hopefully) Surprise And Delight Your Customers

From 特易购公司 ’s ICONS billboard to Scottish Widows ditching its mascot of 40 years,?brand?revamps and brand pivots serve?multiple purposes - from?bringing a legacy brand back to the public’s attention to shaking up brands that are past their heyday.?Yorkshire Tea’s Dom Dwight , BBH London ’s?Felipe Serradourada Guimaraes, Chris Birch and Johnny Parker from VCCP, and System 1’s Andrew Tindall weigh-in on the positives behind changing it up. Read Now.

??Listen Up Brands, This Is The Year To Be Weird

Dentsu Creative ’s strategy partner Tim Whirledge discusses the beauty behind uncertainty as a new year begins. From diving headfirst into niches to selling with conviction and?embracing off-piste weirdness, he ponders how to attack part two of the decade. Read Now.

??More Paddy Power To BBHs Elbow

Luke Littler may have lifted the World Darts Championship trophy and pocketed ￡500,000 after a stunning win, but the Ally Pally tournament saw another victor raise substantial funds: Paddy Power. The brand made?￡1 million for Prostate Cancer UK , and pledged ￡60,000 to the charity for each nine-dart finish, plus a random lucky fan pocketed the same amount each time. To celebrate the work, Creative Salon takes a look at several other cheeky Paddy Power and BBH spots. Read Now.

??The Future of Social Is... In The Hands Of The Many

With Meta making the surprise decision to roll back on its content moderation in the name of free speech, there are fears that its platforms will begin to resemble that of X, raising concerns from brands as to what their ads will be placed against. BBH senior strategist Meg Anderson considers the issue. Read Now.

??How Edelman Is Helping Marketers Source And Work With AI Creators

爱德曼 ’s head of creator marketing for EMEA Fiona Hughes discusses the agency’s Trust Barometer and highlights the rationale behind drawing up a list of 50 trusted creators. From navigating AI, to avoiding inflammatory speech and avoiding comms crises?the emphasis is on managing new technology and keeping communications brand-safe.?Read Now.

?Measuring Time, Life Decisions And Diversity: Total Media's Lucas Brown On What Makes Him Tick

From embracing diverse perspectives to?Richard Shotton’s book The Choice Factory, and the role the British Museum has played in shaping his media strategies, Mediaplus UK ’s CSO Lucas Brown outlines what sharpens his mind and keeps him fresh. Read Now.

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