UPCOMING ADVERTISING WEEK EVENTS

The three archetypes that make a brand’s relationship with its audience visible, and actionable.

Have you ever wondered how your brand stacks up against others on social – not just your competitors, but other industries?

Here’s what I learned from watching and engaging with the content across screens, channels, and platforms during the 2026 FIFA World Cup:

Spain won the World Cup, but underdogs found the media nobody else thought to buy.

Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean?

Thirty years in, the franchise isn’t coasting.

Companies have begun to make very different choices about AI. 

After 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. The Farmers Insurance spokescharacter, played by actor J.K. Simmons, is officially in retirement.

Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.