[Marketing Week] Bob Koigi: Outperforming with ads that matter

A new truth is crystallizing in the marketing world: purpose and profit are not opposing forces, but two sides of the same coin. According to new research from WARC and Aletheia Marketing and Media, campaigns that align with consumers’ core values don’t just win hearts, they significantly outperform standard approaches.

The study reveals that ads reflecting fundamental human motivations, such as achievement, freedom, purpose, and tradition, consistently achieve higher scores for preference, likability, and relevance.

This isn’t a theoretical exercise; it’s a strategic blueprint validated on the global stage at the Cannes Lions International Festival of Creativity. This year’s most-awarded work serves as a masterclass in putting Values-Driven Marketing (VDM) into practice.

Heineken’s triumph, with 27 Lions, was built on campaigns that tapped into deep-seated values. The Tecate Gulf of Mexico (Bar) campaign, which won seven Lions, transformed a boat into a floating bar to celebrate Mexican heritage.

Similarly, Coca-Cola’s Gold Lion-winning ‘Shades of Red’ campaign in Mexico revived thousands of faded awnings for small local shops. By honoring these cultural touchstones, Coca-Cola connected with values of community, security, and tradition, turning a functional brand presence into a bold statement of shared pride.

Ogilvy’s Grand Prix-winning “Vaseline Verified” campaign tapped into values of achievement and purpose by empowering its community. By scientifically validating user-generated tips, it celebrated collective ingenuity transforming customers into collaborators and building profound trust.

As brands face an increasingly values-conscious audience, creativity grounded in authentic human motivations isn’t just good marketing—it’s strategic growth.

Campaigns of the week

Heinz is turning Halloween on its head with Mayo Halloween; a limited-edition black mayonnaise infused with black garlic. Departing from the brand’s usual association with ketchup “blood,” this year’s campaign reimagines Halloween through the eerie lens of vintage black-and-white horror cinema.

Storage King has unveiled Stuff It. Live More., a new brand platform developed with Ogilvy that redefines how Australians and New Zealanders think about storage. Fronted by the endearing characters Bev and Barry, the campaign shifts the narrative from storage as a last-minute necessity to a life-enhancing solution that helps people make room for what truly matters.

Bell has launched Connection Is Everything, a refreshed brand platform celebrating the everyday moments that bring people together. The initiative reinforces Bell’s 145-year legacy of enabling communication and connection, while introducing a new creative and visual identity that repositions the brand with a human-first perspective.

Agencies and accounts

U.S. toy brand Melissa & Doug, part of the Spin Master group, has appointed Serviceplan Munich as its lead creative and communications agency for Europe. The collaboration marks a major step in expanding the beloved brand’s presence across key European markets.

Local advertising platform Tiger Pistol has entered a two-year partnership with Best Version Media (BVM), a provider of integrated print and digital marketing solutions, to power BVM’s social advertising programs through its automated platform.

The Broadcast Research Council of South Africa (BRC) has selected GfK, an NIQ company, to lead the country’s comprehensive audience measurement for radio and television.

Partnerships and acquistions

WPP and Google have announced a major expansion of their global partnership, committing $400 million to advance cloud and AI innovation over the next five years.

Unilever has agreed to sell the Kate Somerville skincare brand to Rare Beauty Brands, marking a new chapter for the Los Angeles-based label known for its results-driven skincare, body care, and clinic on Melrose Place.

Paramount, a Skydance Corporation, has announced the acquisition of The Free Press, an independent subscription media company. The combination brings together CBS News’s scale and reach with The Free Press’s culture-shaping voice and innovative spirit.

Captains of Industry

This week, Marketing Report interviewed Harry Clynch, the founder of Leopard PR, about the agency's work with startups and institutions to reshape narratives, build credibility, and drive growth, from attracting investment to influencing global conversations on Africa’s innovation.

Other major news of the week

Meltwater and We Are Social have released Digital 2026, their latest annual report analysing global digital and social media trends. The findings reveal that more than two-thirds of the global population now use social media, marking a defining moment in online adoption and behaviour.

Publicis Groupe has reported a strong third quarter, delivering +5.7% organic growth, ahead of expectations. Growth was broad-based across all regions, with the U.S. accelerating to +7.1%, reflecting continued client demand and momentum in AI-led services.

Bob Koigi is the editor-in-chief of Marketing Report.One

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