Articles on brand strategy and positioning

Nothing | 29 September 2026

Nothing signs BTS member V as global ambassador

Nothing names BTS member V its global brand ambassador for Headphone (1) Pro, then turns a fan meme about him into its own posts.

Barbour | 11 September 2026

Barbour builds a season around its own tartan

The autumn winter season runs on the pattern itself: a campaign in the Pentland Hills, an exhibition and a student brief.

Visa | 18 May 2026

Visa and Jason Sudeikis tap in for the World Cup

Visa's Tap In campaign by Anomaly casts Jason Sudeikis and turns football's easiest goal into a picture of contactless payment.

Trade Republic | 12 May 2026

Brad Pitt says nothing for Trade Republic

Brad Pitt speaks no line in the film Trade Republic calls the largest campaign in its history, now running in 18 markets.

Omega | 30 April 2026

Omega launches the Planet Ocean at Tate Modern

Omega presented its fourth-generation dive watch in a London art gallery, and its CEO called it a lifestyle piece.

Bentley | 10 April 2026

Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign

Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand

Ray-Ban | 9 April 2026

Ray-Ban unites classic and smart eyewear under Jennie

Ray-Ban names Jennie a global ambassador and unifies classic and smart eyewear under a single brand campaign.

25 March 2026

BYD signs Daniel Craig as the face of Denza in Europe

BYD casts Daniel Craig as the face of Denza as its premium brand enters Europe with the Z9GT shooting brake.

Tiffany & Co. | 15 March 2026

Tiffany & Co. names Natalie Portman a House ambassador

Natalie Portman becomes a Tiffany & Co. House ambassador in a 70mm HardWear film about strength, with a nod to Breakfast at Tiffany's.

Tiffany & Co. | 28 October 2025

Tiffany & Co. makes love the gift in its 2025 holiday campaign with Anya Taylor-Joy

Tiffany's 2025 holiday campaign Love Is a Gift stars Anya Taylor-Joy on a Blue Box journey through New York, London and Tokyo.

Burberry | 8 October 2025

Burberry presents Postcards from London with Olivia Colman

Burberry releases Postcards from London, a four-film campaign with Olivia Colman directed by John Madden for outerwear and heritage.

Rolex | 2 October 2025

Rolex puts athletes, explorers and artists in one category

A 60-second Rolex film places a tennis player, a deep-sea explorer and a conductor in one category and calls it human achievement.

Polestar | 8 September 2025

Matthias Schweighöfer makes a film for Polestar

For the Polestar 5 launch in Munich, Polestar works with Matthias Schweighöfer on a short film that argues for the electric car.

Lacoste | 25 August 2025

Lacoste turns its crocodile into a GOAT for Novak Djokovic

Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.

Uniqlo | 21 August 2025

Uniqlo signs Cate Blanchett as brand ambassador

Uniqlo names Cate Blanchett a global brand ambassador, the only non-athlete on its roster, and ties her role to refugees and LifeWear.

Uniqlo | 12 May 2025

Roger Federer designs his first collection for Uniqlo

Seven years after leaving Nike for Uniqlo, Roger Federer co-designs his own collection with creative director Clare Waight Keller.

ASICS | 12 May 2025

ASICS signs a dog as a brand ambassador

ASICS gives a Samoyed called Felix an ambassador contract and puts a 28,000 person study behind the claim that dogs make people move.

Canada Goose | 26 November 2024

Canada Goose revives Snow Goose, its own old name

The label Haider Ackermann designs under is the name the company itself carried from 1985 until 2000.

Burberry | 8 October 2024

Burberry launches It's Always Burberry Weather

Burberry returns to outerwear and the British landscape with a multi-chapter campaign photographed by Alasdair McLellan.

Levis | 29 September 2024

Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign

Levi’s partnered with Beyoncé in its “REIIMAGINE” campaign, using her cultural influence to reinterpret classic ads and reposition denim through a modern, female-driven lens.

Louis Vuitton | 18 May 2024

Core values returns to the summit with Federer and Nadal

Louis Vuitton revives its Core Values series with Roger Federer and Rafael Nadal on the Dolomites, shot by Annie Leibovitz.

Uniqlo | 2 July 2018

Roger Federer walks out at Wimbledon in Uniqlo

Uniqlo revealed its Roger Federer deal on Centre Court: he opened Wimbledon 2018 in Uniqlo white, in Nike shoes and without his RF logo.

Jaguar | 2 February 2014

Jaguar’s campaign brings together British acting talent for a cinematic brand moment

In 2014, Jaguar announced a high-profile Super Bowl advertising campaign featuring three well-known British actors: Tom Hiddleston, Ben Kingsley, and Mark Strong. The initiative marked a major step in Jaguar’s international marketing strategy, particularly in the U.S. market, where the brand aimed to strengthen its emotional and cultural positioning.

Volvo casts Zlatan Ibrahimović as the face of Sweden

Volvo | 25 January 2014

All Articles

Nothing signs BTS member V as global ambassador

Barbour builds a season around its own tartan

Visa and Jason Sudeikis tap in for the World Cup

Brad Pitt says nothing for Trade Republic

Omega launches the Planet Ocean at Tate Modern

Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign

Ray-Ban unites classic and smart eyewear under Jennie

BYD signs Daniel Craig as the face of Denza in Europe

Tiffany & Co. names Natalie Portman a House ambassador

Tiffany & Co. makes love the gift in its 2025 holiday campaign with Anya Taylor-Joy

Burberry presents Postcards from London with Olivia Colman

Rolex puts athletes, explorers and artists in one category

Matthias Schweighöfer makes a film for Polestar

Lacoste turns its crocodile into a GOAT for Novak Djokovic

Uniqlo signs Cate Blanchett as brand ambassador

Roger Federer designs his first collection for Uniqlo

ASICS signs a dog as a brand ambassador

Canada Goose revives Snow Goose, its own old name

Burberry launches It's Always Burberry Weather

Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign

Core values returns to the summit with Federer and Nadal

Roger Federer walks out at Wimbledon in Uniqlo

Jaguar’s campaign brings together British acting talent for a cinematic brand moment

Volvo casts Zlatan Ibrahimović as the face of Sweden

Morgan Freeman becomes the voice of Visa

Uniqlo sells thermal underwear as HEATTECH

Nike launched the Air Jordan 1 and built a brand around one player

Canada Goose and the Goose People

Rolex backs the whole of tennis, not one player

Rolex gets its first opera star in Kiri Te Kanawa

Rolex strapped its proof to the hull of the Trieste

Rolex launched the Explorer on a letter from Everest

Rolex gets its first celebrity in Malcolm Campbell

Rolex bought the front page of the Daily Mail