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Welcome to The Brief by Kuro House, your daily dose of sharp marketing insights. Today, we’re digging deep into some of the most compelling stories from the past 24 hours—spanning agency leadership moves, innovative film marketing, and standout campaigns that are shaping the industry. Let’s get into it.

First up, McCann UK has announced a major leadership appointment, as reported by Adweek. AJ Jones is stepping in as the new Chief Strategy Officer, starting October 1st. Jones brings a wealth of experience from her nearly five-year stint as CSO for McCann Canada. While in Canada, she focused on culturally resonant work, helping the agency earn Silver for Digital Agency of the Year in 2024, Bronze for Agency of the Year in 2023, and another Silver for Digital Agency of the Year in 2022. In a note to staff, Jones reflected on the global perspectives she’s gained and expressed excitement about bringing that knowledge back to the UK market—a space she knows well. Joshua Hansen will be taking over her role in Canada, and McCann Canada’s president, Ryan Timms, commented that Jones’ impact “cannot be overstated.” It’s a significant move for McCann UK, especially as the agency looks to build on its recent IPA Effectiveness accreditation and a Gold Creative Effectiveness Lion.

Next, let’s talk about a film marketing campaign that’s been turning heads. According to Adweek, Warner Bros. Discovery’s campaign for the film Weapons has been all about mystery and speculation. When the first trailer dropped at the end of April, it left audiences guessing about the plot, which centers on 17 children who vanish from their homes at exactly 2:17 a.m., fleeing in a bizarre, airplane-like fashion. This cryptic approach fueled online chatter and curiosity, which WBD’s marketing execs say became their “greatest weapon.” The buzz paid off: Weapons premiered on August 8th and had a massive opening weekend, pulling in $42 million at the U.S. box office and eventually grossing over $250 million worldwide. It’s a textbook case of how ambiguity and intrigue can supercharge a film’s marketing momentum.

Those are our two most detailed and engaging stories today. Unfortunately, the other articles from Campaign Live about Dolmio’s Spurs “Lasagne-gate” stunt, Clarins’ pop-ups in London and Manchester, and the British Gas–VCCP account appointment didn’t provide any substantive content beyond paywall notices and registration prompts, so we couldn’t bring you more details from those fronts.

And that wraps up today’s Brief. From strategic leadership shifts to the power of enigmatic marketing, these stories remind us that innovation and bold moves are what keep this industry vibrant. Thanks for tuning in—stay sharp, stay curious, and we’ll see you tomorrow for more insights from the world of marketing.