P&G

Lindt's Jaideep Pamani: Clarity and Consistency Are Brands' Superpowers

Jaideep Pamani, Marketing Director at Lindt & Sprüngli and juror on The Drum Awards Festival Advertising jury, argues that long-term brand value is built through clarity, consistency and the use of Distinctive Brand Assets rather than constant reinvention. Drawing on experience scaling Lindt, Duracell and P&G, he recommends investment in consistent, global creative campaigns that evolve existing strengths to meet current consumer needs. Pamani sees AI as useful for reducing operational load on routine tasks but not a replacement for authentic human creativity and judgment. He advises marketers to define core objectives, keep messaging focused, and combine boldness with agility to succeed in uncertain environments.

Air freight becomes costly fix for retail inventory

Retailers and brands are increasingly using air freight to speed deliveries and mitigate inventory shortages caused by port congestion, geopolitical conflict and higher demand for shipping tied to AI infrastructure. IATA reports jet fuel prices remain about 46% above 2025 levels, pushing up air cargo rates. Earnings-call disclosures show companies such as Capri (owner of Michael Kors and Jimmy Choo) and Figs are selectively using air freight to accelerate receipts despite higher costs; Capri has lowered its 2027 revenue outlook. Freight intelligence firm Xeneta warns elevated rates will likely persist. The newsletter also highlights related retail-supply topics, including impending Canadian tariffs and retailer investments in digital-twin inventory technology.

Brands Adopt Fan-First Social Media Strategies

Major and emerging brands are shifting to “fan-first” social strategies that prioritize tightly engaged communities and creator-led voices over broad mass outreach. The approach — exemplified by PepsiCo-owned Poppi, which cultivated passionate followers on TikTok and Instagram — treats fans as evangelists, social-listening panels, and product co-creators. Agencies and brand teams are hiring younger, creator-native staff and asking marketers to act more like creators, while some companies are encouraging employees and individual execs to use personal profiles to test ideas and tease campaigns. The strategy carries risks, including loss of strict brand-control and the chance staffers take audiences with them when they leave, but proponents argue it builds deeper brand equity in an era of declining active posting on mainstream social platforms.