Ad Effectiveness Story of the Week
Paddy Power and Irn-Bru emerged as top performers in Euros-themed ads, according to System1's rankings. Paddy Power’s "Europe’s Favourite" scored 5.9 stars, while Irn-Bru’s humorous "Optimism is Back in Scotland" earned five stars. Other notable ads include Adidas’s "Hey Jude, You Got This" and Lidl’s "We’re on Your Team." Despite England’s uncertain prospects and Scotland’s early exit, the overall effectiveness of UK ads has improved, averaging three stars compared to 2.4 in 2021. Humour, now a Cannes Lions category, has significantly boosted ad performance.
Brand Story of the Week
Nike plans to aggressively revamp its innovation strategy after a disappointing fourth quarter saw revenue drop 2% to $12.6bn. CEO John Donahoe highlighted efforts to accelerate new product development and enhance brand storytelling. The company's "speed lane" approach aims to fast-track production and respond to consumer demands. Despite current challenges, including a forecasted 10% drop in Q1 2025 revenue, Nike is investing nearly $1bn in consumer-focused activities and preparing bold campaigns for the Paris Olympics to drive future growth.
Marketing Story of the Week
Revolution Beauty reported a drop in US sales and digital revenue in its 2024 results, attributing the declines to a £4.8m cut in marketing spend. While this reduction helped turn an adjusted EBITDA loss of £7.5m in 2023 to a positive £12.6m in 2024, digital revenue fell 17% to £42.3m. The company plans to reinvest in marketing, launching a US-focused campaign and hiring former Coty CMO Erin Cast. CEO Lauren Brindley is optimistic about future growth through innovation and an optimised product portfolio.
