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Welcome to The Brief by Kuro House, your daily dose of sharp insights from the world of marketing. I’m glad you’re tuning in—today, we’re diving into some of the most compelling stories making waves in the industry. From the passing of a true creative legend to big moves in agency appointments and leadership shakeups, we’ve got the details you need to stay ahead.
Let’s start with a story that’s resonating deeply across the advertising world. Steve Hayden, the visionary executive behind Apple’s legendary “1984” Super Bowl ad, has passed away at 78. As reported by Adweek, Hayden began his career as a copywriter at General Motors before joining Chiat/Day in the 1980s. There, he partnered with Lee Clow and Brent Thomas to produce the iconic “1984” spot that launched the Macintosh computer—a campaign that didn’t just sell a product, but redefined how advertising could shape culture. Hayden later moved to BBDO West, where he played a pivotal role in retaining the Apple account for over a decade. In 1994, he joined Ogilvy as vice chairman and chief creative officer, overseeing the consolidation of IBM’s global business—the largest account shift in ad history. Under his leadership, Ogilvy launched the “e-business” campaign for IBM, reshaping the brand and category, and produced award-winning work for American Express, Kodak, Motorola, and Dove, including the “Real Beauty” campaign. Colleagues remember Hayden as a mentor, strategist, and creative force whose legacy goes far beyond the campaigns he led. Shelly Lazarus, chairman emeritus of Ogilvy, described him as a partner whose brilliance made everything look easy. Chris Beresford-Hill of BBDO called him a giant, and Bill Davaris, now co-CEO of MALKA, remembered him as the industry’s dearest mentor and the kindest leader. Hayden’s influence stretched across generations, and the industry mourns the loss of a gentle genius whose greatest love was making others better.
Turning to the agency world, Co-op Funeralcare has appointed VCCP to its creative account, according to Campaign. While details are limited, this move signals a fresh direction for the UK’s largest funeral provider, known for its sensitive and community-focused approach. VCCP, one of London’s top agencies, will be tasked with elevating Co-op Funeralcare’s brand communications at a time when the sector is evolving rapidly. With more consumers seeking personalized, meaningful services, this account win is a chance for VCCP to bring new life to a category often overlooked by mainstream advertising. We’ll be watching closely for the creative work that emerges from this partnership.
In other leadership news from Campaign, Eileen Hanna Yague, Diageo’s head of gins, is departing the company. Diageo, the global drinks giant behind brands like Tanqueray and Gordon’s, is known for its focus on innovation and brand stewardship in the highly competitive gin category. Hanna Yague’s exit marks a significant change, as she’s been instrumental in driving growth and shaping the narrative around Diageo’s gin portfolio. While the article doesn’t specify her next move, the departure of a senior leader like Hanna Yague could signal shifts in strategy or culture for Diageo’s gin brands. It’s a reminder of how dynamic the spirits industry remains, with leadership changes often heralding new creative and commercial directions.
Next up, Allwyn is bringing back the iconic “It could be you” slogan and the golden hand for the UK National Lottery, as reported by Campaign. While access to the full article is limited, the return of these classic brand assets is a bold play in the world of lottery marketing. The “It could be you” slogan, first introduced in the 1990s, became synonymous with the hope and excitement of playing the lottery. By reviving this message and the memorable golden hand imagery, Allwyn is tapping into nostalgia while reinforcing the sense of possibility that drives lottery participation. It’s a smart move at a time when brands are increasingly looking to heritage and emotional resonance to connect with audiences.
Finally, Nationwide has unveiled its latest ad featuring Dominic West, created by Mother, according to Campaign. Again, details are scarce due to article access, but this ongoing campaign has been notable for its blend of humor and relatability, with West often playing the role of a misguided bank manager. Mother’s creative approach has helped Nationwide stand out in a crowded financial services market, using celebrity talent to add warmth and personality to the brand. The continued investment in this campaign suggests it’s resonating with audiences and delivering results for the building society.
That’s it for today’s Brief. From the legacy of Steve Hayden to new creative partnerships and the return of classic slogans, these stories remind us that marketing is as much about people and emotion as it is about strategy and data. Thanks for joining me—stay curious, keep learning, and I’ll see you tomorrow for another round of the latest and greatest in marketing.
