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Welcome to The Brief by Kuro House, your daily dose of marketing news and insights to keep you sharp and inspired. Today, we’re diving into a handful of stories that are shaping the industry, from agency shake-ups to major account wins. Let’s get into the details.
First up, let’s talk about the reaction to the John Lewis Christmas ad, as covered by Campaign. Every year, the John Lewis ad is a cultural moment in the UK, sparking debates and analysis across the industry. This year, the creative community’s response has been mixed. Some describe the ad as “soft nostalgia,” evoking gentle memories rather than the emotional gut-punches of previous years. Others feel it lands somewhere in the “middle of the pack,” not quite reaching the heights of the most memorable John Lewis campaigns. Despite these critiques, there’s admiration for the “copy magic”—the script’s subtlety and warmth. The ad’s creative direction seems to be a deliberate pivot, aiming for comfort rather than spectacle, which has sparked conversation about whether this is the right move for a brand so closely associated with Christmas advertising innovation. The industry will be watching closely to see how this softer approach resonates with audiences.
Moving on, Campaign also highlighted some of October’s biggest social media moments in their Brand Buzz feature. While the article itself is behind a paywall, it’s a reminder of how brands are constantly pushing the boundaries on social platforms, experimenting with new formats and tapping into real-time conversations. The monthly roundup format is a great way for marketers to keep tabs on what’s working—and what’s not—across the digital landscape. Whether it’s unexpected collaborations, viral challenges, or clever responses to cultural moments, these highlights are essential fuel for creative teams looking to stay ahead of the curve.
In agency news, Mel Edwards is stepping down from VML after an impressive 13-year run at WPP, according to Campaign. Edwards has been a key figure in the agency’s growth and evolution, steering it through major changes and helping to secure high-profile accounts. Her departure marks the end of an era for VML, and the industry will be watching to see who steps into her shoes and how the agency continues to evolve. Leadership changes like this often signal new directions and priorities, so it’s worth keeping an eye on VML’s next moves.
Campaign’s Power 100 list for 2025 is out, and the top five in consumer goods are grabbing headlines. While the details are behind a paywall, the Power 100 is always a valuable snapshot of who’s influencing the industry, setting trends, and driving innovation. These rankings can impact everything from agency pitches to talent recruitment, so it’s no surprise that the list is closely watched by marketers and execs alike.
Finally, let’s talk about a significant account win: Ace of Hearts has secured the Ocean Spray UK and Europe advertising account, as reported by Campaign. This is a major coup for the agency, giving them the opportunity to shape the direction of a beloved brand across multiple markets. Account wins like this are not just about creative campaigns—they’re about building partnerships, understanding complex markets, and delivering results that move the needle. It’ll be interesting to see how Ace of Hearts approaches the Ocean Spray brand and what kind of work emerges from this new collaboration.
That’s all for today’s episode of The Brief. Whether it’s the evolution of iconic ads, leadership changes, or big account wins, these stories remind us that marketing is always in motion. Thanks for tuning in—stay curious, stay creative, and we’ll catch you tomorrow.
