[Marketing Week] Bob Koigi: Emotion outperforms tech in advertising

Emotional storytelling is proving to be the most powerful driver of advertising success, according to new research from System1 analyzing campaigns from the 2026 Winter Olympics and Super Bowl.

The marketing effectiveness platform found that advertisers focusing on authentic human stories and perseverance achieved the strongest outcomes during the concurrent major events, which created a concentrated period of global advertising activity.

The findings also reveal a cautionary note for tech-heavy campaigns. Ads referencing artificial intelligence averaged just 2.1 Stars, showing that audiences respond more to human warmth than technology-driven spectacle.

The data underscores a clear lesson for marketers: emotionally resonant storytelling, consistent brand execution, and relatable characters remain the winning formula for connecting with consumers in high-profile global events.

Campaigns of the week

Saint Elmo’s has launched “Balls for Balls”, a campaign that encourages young men to undergo preventative testicular cancer check-ups by linking screenings to football fandom.

Pringles has launched a pan-European brand platform, Pass the Pringles, with an integrated campaign running across 14 markets from this month.

AMV BBDO has partnered with the Department of Health and Social Care to launch a national campaign promoting the NHS Quit Smoking app and Personal Quit Plan, positioning digital support as a practical route to quitting.

Agencies and accounts

WPP will work with NOC*NSF to strengthen the TeamNL brand ahead of the Los Angeles 2028 Olympic Games, supporting the federation’s ambition to increase sports participation across the Netherlands.

Ogilvy Mexico has added Harley-Davidson de México as a strategic client, expanding its Ogilvy One offering to lead the brand’s creativity and communication strategy across the country.

Just Eat Takeaway.com has appointed VCCP as its global creative agency of record following a competitive four-way pitch. The Amsterdam-headquartered delivery platform replaces incumbent McCann as it prepares the next phase of its brand development.

Partnerships and acquistions

Entertainment agency network, Terry Hines & Associates, has acquired creative content studio Modern Logic, expanding its capabilities as a full-service marketing partner across branding, entertainment and culture.

Unilever and Google Cloud have signed a five-year partnership to accelerate the consumer goods group’s business transformation through advanced AI, data and marketing technologies.

Happydemics, a global player in brand lift and ad measurement, has partnered with Vistar Media, provider of technology solutions for out-of-home (OOH) media and part of T-Mobile Advertising Solutions—to deliver standardized, advertiser-grade measurement for digital out-of-home (DOOH) campaigns.

Appointments

LePub has appointed Sven Huberts as Global President, marking a new phase in the agency’s international growth. Founded in 2020 in Amsterdam, the creative network now operates 10 hubs across nine markets, including London, New York and Bogotá, which opened last year.

Dentsu Group Inc. has announced a new global management structure, effective March 27, 2026, aimed at strengthening execution and accelerating growth across its global operations.

BBH London has appointed Giulia Ferrarezi as Creative Director, reinforcing its focus on art direction and out-of-home work.

Other major news of the week

Omnicom has announced a share repurchase program authorizing up to 5 billion dollars of its common stock as part of its capital allocation strategy.

The Cannes Lions International Festival of Creativity has announced that France will be recognised as the recipient of the 2026 Creative Country of the Year, the annual accolade that recognises a country's exceptional and enduring commitment to creativity that drives progress and growth.

Boutique creative micro network INGO has opened a hub at WPP’s Amsterdam campus and appointed Lucy Tone-McGurk as its first Global Chief Client Officer, strengthening its European footprint and leadership team.

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

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