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By coordinating creative messages across multiple impressions, brands can build narratives over time, introducing new information and adapting messaging as viewers continue watching content.

The advertisement opens inside a Doritos Loaded food truck, where Gordon Ramsay is preparing his Doritos Loaded Hellfire Chicken Nachos.

The campaign, titled Get the Edge, launches with a television advertisement created by Saatchi & Saatchi and forms part of a wider cross-channel initiative spanning broadcast, digital, outdoor, audio, cinema and retail environments.

The film completes a trilogy that began with Built for Every Kind of Wonder and continued with Energy That Drives You On.

Samsung Electronics has partnered with Warner Bros. Pictures and DC Studios on a global campaign tied to the theatrical release of Supergirl, combining digital art, retail activations and fan experiences designed to bring audiences closer to the film.

DoubleVerify has expanded its DV Authentic AdVantage solution to Meta and TikTok, extending access to a platform designed to combine media quality controls, campaign optimisation and independent measurement within a single offering.

According to Stagwell, the deployment creates a direct connection between AI agents and media systems, allowing ongoing optimisation and analysis within active campaigns while maintaining standardised workflows across markets.

The move comes as audiences continue to spread across multiple streaming platforms, devices and services, increasing demand for tools that help advertisers better understand content environments and audience engagement.

The campaign addressed a long-running challenge for Clash Royale, one of the world's most successful mobile games, which has faced numerous imitators replicating its branding, gameplay and characters.

The agency’s representatives competed in Film, Print and Digital categories, bringing together talent from offices across Europe, North America, Latin America, Africa and Asia-Pacific.

The awards recognised achievements across Entertainment, Gaming, Music, Sport, Design, Digital Craft, Film Craft and Industry Craft, highlighting work that combined creative excellence with cultural impact and audience engagement.

The agency will support HUGO BOSS globally and in key markets including the UK, US and DACH region, with a focus on delivering a unified communications strategy across fashion, sport, art, culture and digital engagement.

The solution, announced ahead of a presentation at Cannes Lions, is built on Acxiom's Real ID technology and aims to give marketers deeper insight into how sports fandom influences consumer behaviour and business performance.

Coin Toss Assistants will join referees and team captains at midfield before selected matches, helping present the match coin and taking part in the ceremonial start of the game.

Rafael Oliveira will join Heineken from JDE Peet's, where he has served as Chief Executive Officer since 2024.

The European CMO of the Year initiative was established by Serviceplan Group, Samsung Ads, The Trade Desk, SevenOneMedia and the University of St. Gallen, with support from a range of industry and media partners.

Dentsu Entertainment has entered an exclusive multi-year partnership with Made By Us Studios to develop and produce creator-led entertainment projects, giving brands an opportunity to participate in original intellectual property from the earliest stages of development.

The study builds on more than a decade of the group's Meaningful Brands research and shifts the focus from measuring brand relevance to identifying the drivers behind consumer choice.

The collaboration comes as advertisers face increasing complexity across digital platforms.

The announcement, made at Cannes Lions, centres on Adobe CX Enterprise and CX Enterprise Coworker, which the company says are designed to support content creation, customer engagement and brand governance in increasingly AI-driven marketing environments.

The programme will also include Afrikali Jean Presents Wyclef Jean's Carnival, alongside performances from artists connected to HarbourView's catalogue and investment portfolio.