🎯 WPP Takes Coca-Cola
Hi, Marketers!
The ad used to sit there and make a point. Now it wants you to play it, stream it, chat with it, buy through it, or accidentally attend it on the ferry.
WPP Takes Coca-Cola
TL;DR: Digiday reports that WPP is set to win Coca-Cola's global media, data and technology account after Publicis left the pitch to take PepsiCo's global media business. The move puts WPP back with one of advertising's biggest brands as Cindy Rose tries to reverse the group's decline. Coca-Cola's North American media had moved to Publicis without a pitch in 2025. Read more →
TikTok Shop Goes Live
TL;DR: TikTok Shop said 94% of its U.S. luxury resale revenue this year has come from livestreams, as the category's GMV rose 400% year over year. At its New York Luxury Resale Summit, the platform argued that live sellers can explain condition, fit and authenticity in real time, turning a static product listing into a conversation. Read more →
Havas Makes Ads Playable
TL;DR: Havas Play has partnered with gaming advertising platform iion to launch Havas Play:able across ANZ and APAC. The offering uses iion's Playable Creator Studio and AI automation to turn a brand idea into an interactive mini-game preview before full production. Havas says retail, FMCG and beauty clients are already exploring experiences for gaming, social and the premium web. Read more →
Magnite Connects Buying Agents
TL;DR: Magnite has expanded its Orchestration layer so AI buying systems can discover, package and activate inventory across linear TV, streaming, digital audio and display. The sell-side platform is adding integrations with companies including DIRECTV Advertising, Samsung Ads and iHeartMedia, aiming to give buyer and seller agents a shared way to handle premium media transactions in real time. Read more →
Adthena Diagnoses Search Shifts
TL;DR: Search intelligence platform Adthena has launched Decision Intelligence, a tool that combines an advertiser's own account data with competitive auction data. Marketers can ask why CPC, CPA, conversion rate or traffic has changed and receive prioritised recommendations with estimated impact. At launch, it connects to Google Ads, Search Console, GA4, Adobe Analytics and OpenAI Ads. Read more →
Amazon Opens Ads Agent
TL;DR: At its Sydney upfront, Amazon Ads introduced an Ads Agent for DSP self-service advertisers and opened its MCP Server in beta to Australian businesses. The agent uses natural-language prompts and Amazon's first-party data to build, optimise and analyse campaigns, while the server lets agencies and technology partners connect AI tools directly to campaign creation, reporting and account management. Read more →
Telstra Celebrates Internetters
TL;DR: Telstra has launched Happy Internetting, its first major campaign since former chief marketer Brent Smart departed. Ten short films portray everyday online personalities, from gamers and meme fiends to rabbit holers, instead of selling raw network speed. The campaign runs across out-of-home, social and retail, supported by fibre upgrades and more activity planned over the next six months. Read more →
Lipton Turns Commutes Musical
TL;DR: Lipton turned Sydney's Manly Fast Ferry into a floating concert to launch its Zero Sugar Sparkling Ice Tea range. The Jungle Giants performed an unannounced show for regular passengers, while DJ Mistah Cee and branded crew transformed the trip into a sampling event. Akcelo built the activation around research showing young commuters find daily travel especially dull. Read more →
Flipkart Changes Bad Luck
TL;DR: Flipkart and Leo India have launched the first campaign for 2026's Big Billion Days, which opens early access on October 8. The film follows a young man trapped in the same unlucky day until purchases from the shopping event change each encounter. Rohit Sharma, Sreeleela, Jackie Shroff, Aneet Padda and Samay Raina appear during the looping story. Read more →
Spotify Makes Chores Sing
TL;DR: Spotify India has launched an eight-film campaign that turns household chores into music moments across Hindi, Tamil, Telugu, Malayalam and Bhojpuri. Each spot follows an ordinary task, such as washing dishes or ironing clothes, becoming more joyful once a song starts. The work rolls out across television, digital and social over five weeks under the line, Spotify Chalao. Read more →
Rexona Addresses Sweat Anxiety
TL;DR: Rexona has launched its first Southeast Asia campaign with frank. Singapore, adapting its global Won't EVER Let You Down platform for Indonesia and the Philippines. The films focus on sweat-related anxieties in humid, socially exposed moments, including climbing stairs before class and wearing a hijab in the heat. Filipino actor Kaori Oinuma leads the local work. Read more →
McVitie's Brings Biscuits Together
TL;DR: McVitie's has launched a multimillion-pound masterbrand campaign across television, social, out-of-home and stores, built around the line There's Only One That Brings Us Together. A hero film shows ordinary sharing moments across Britain, while limited packaging renames Digestives, Chocolate Digestives and Hobnobs as Together, Giggling and Buzzing. The nationwide work now runs through November 1. Read more →
K-Way Forecasts Everyday Life
TL;DR: K-Way has launched This Is Weather, its 2026/27 campaign, which treats weather forecasts as a series of connected everyday stories. A studio presenter links reporters in different cities, each facing a weather condition alongside an ordinary personal moment. The digital-first work combines real characters with CGI and AI-built environments to extend K-Way's In Case of Anything philosophy. Read more →
Travelex Rewards Travel Stories
TL;DR: Travelex has introduced loyalty points on currency exchange and launched Reward Yourself, a campaign by Paper Moose to promote the benefit in Australia and New Zealand. The work turns unpredictable travel moments into playful outdoor scenes, including a tourist meeting a llama in Peru. It runs across out-of-home, programmatic, social, stores and currency exchange kiosks nationwide. Read more →
Wagetap Builds Memory Assets
TL;DR: Australian wage-advance app Wagetap will relaunch in October with Tap Into Your Wage, a new platform created by Supersolid. Its central character is Tappy, a bright blue hand that turns the brand's name into a recognisable action and mascot. The rebrand responds to a crowded fintech category where functional claims and performance spend alone have struggled to create distinction. Read more →
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