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The campaign is built around the idea that entering the lottery can deliver two positive outcomes: the opportunity to win a prize and support for St John's community work.

In this interview, he discusses his vision for Ogilvy Paris, balancing global consistency with local insight, the impact of generative AI, and how the agency can build a culture that challenges convention while delivering work that matters.

Rather than replicating Cannes Lions, the strategy is designed to extend LIONS' influence beyond its flagship annual festival and create year-round engagement with local communities.

The analysis covers 6,360 ideas awarded between 2015 and 2025 and examines the relationship between creative recognition and effectiveness, as well as the characteristics of campaigns that perform strongly across both measures.

The production involved multiple setups across challenging locations, using a combination of long-lens photography, zooms and action-focused camera work to maintain a sense of movement.

The Angus Maximus is Carl’s Jr.’s first limited-time offer to highlight its cooked-to-order proposition, subject to participation. The positioning also makes a direct claim around the burger’s quality within the wider category.

The production was equipped with 42 AI-enabled cameras before crew activity began.

The programme will span North America, Asia-Pacific (APAC) and the Middle East and North Africa (MENA), with each platform developed around the cultural and commercial conditions of its market. 

The six funds tracked by Marketing Report showed a mixed performance between 8 and 15 September. WPP was the biggest gainer, rising 3.1%, during a week in which LVMH awarded its Asia-Pacific media business to Publicis.

The work will run across digital advertising, social media and out-of-home channels, alongside activity with creators working across sustainability, innovation, health, culture and community-building.

The participating makers selected unsold garments at Crisis’ Canning Town warehouse and were asked to give them another life.

Cobigo and Michal’s work has received recognition at international creative festivals. Their Coca-Cola campaign for the Paris 2024 Olympic Games has also entered the permanent collection of the Musée des Arts Décoratifs in Paris.

The agency will work with the Emmi Desserts UK team on a distinctive brand proposition and marketing campaign aimed at increasing visibility in the competitive desserts category.

The campaign is built around the observation that people with significant cash savings, typically £10,000 to £20,000 or more, can leave their money with a familiar bank because of habit, trust or loyalty, even when other options may offer greater returns.

It runs across TV, social, out-of-home and in-store channels, highlighting shared moments and everyday rituals in which McVitie's products feature.

Before joining The Variable, she held agency and in-house roles at Bright+Co, Movement Mortgage and EP+Co, working across account leadership, marketing, strategy, social and communications.