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MrBeast’s biggest brand partnerships increasingly work like episodes rather than endorsements. A product is not simply held up for the camera. It becomes something contestants use, a rule people have to follow, or a tool that helps move the challenge forward. That is the logic behind Google‘s new multi-year partnership with Beast Industries. In an…

Brand refreshes often signal change by removing history. McLaren is doing the opposite. The company has unveiled an evolved brand identity across McLaren Automotive and McLaren Racing, with a new wordmark inspired by the sign that once sat above the McLaren family service station in Remuera, Auckland. That sign is not being used as a…

McDonald’s France has handed out more than 180 million children’s books since it began offering a book instead of a toy with Happy Meals in 2015. The brand’s newest effort does not add another book. It teaches parents how to perform the ones they already have. The campaign is called BedTellers School, built by TBWAParis…

For K-pop fans, a concert does not always end when the arena lights come back on. Performances can keep circulating through clips, livestreams, reruns and fan conversations long after the original show, giving platforms another chance to become part of the fandom experience. That is the space Samsung is moving further into with aespa. In…

Upload a finished video to Picsart, an AI-powered creative platform used by marketers and creators to design, edit and generate content. Tell the system which audience it is for and where it will run. The new Vera agent can return a score, flag strengths and weaknesses, recommend a change, and pass that change to another…

Prose on Pixels has opened a Malaysia studio designed to help brands produce, adapt, localize and manage campaign content across Southeast Asia and the wider Asia Pacific region. The Havas network is combining creative and production specialists with AI-enabled workflows in a regional hub led by business unit director Jacqueline Chin. The launch is modest…

Few retail objects are as recognizable as a red Target bag. It usually disappears into the background of a shopping trip, but that familiarity is exactly what makes it useful as a brand symbol: people already know what it means before a campaign explains anything. Target is turning that object into the center of its…

Here’s a test that costs nothing and takes five minutes: the next time a vendor demos an AI sales or revenue tool for you, ask them to mark a deal lost for a specific reason, then show you exactly what changes. What you’re looking for is a real change, a different account score, a different…

Skincare advertising usually works by adding proof. More ingredient claims, more before-and-after imagery, more expert language, more reasons to believe a product will work. CeraVe is testing the opposite approach in Hong Kong. Its new campaign, “If it’s right, it sells itself”, deliberately removes familiar signals of persuasion. Product shots are blurred or flipped. Copy…

ChatGPT Ads is moving into a new phase in Asia. OpenAI is rolling the ad product into Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan, giving marketers across Southeast Asia and Taiwan a direct way to test conversational advertising. The expansion matters because access is not limited to managed deals. Reporting on the rollout…