VML

IBM Appoints Stagwell; Ogilvy Split After 32 Years

IBM has ended its 32-year creative relationship with Ogilvy. The article reports that Ogilvy (part of WPP Creative alongside VML and AKQA) had decided not to participate in IBM’s recent global creative pitch. The pitch has been decided and the US technology company will work worldwide with Stagwell as its new creative partner. The report was published by Horizont on 2026-07-02.

Cannes Lions Rewarded Men's-Health Taboo Campaigns

Claire Gillis of VML Health argues that the Pharma Lions at Cannes Lions 2026 rewarded campaigns that confronted men’s health taboos—prostate, erectile and ejaculatory health. The Grand Prix winner was 'Relax Your Tight End' for Novartis by Fallon Minneapolis, which used humor and survivor authority (Bruce Arians) and reportedly drove a 367% jump in PSA test searches and contributed to a change in American screening guidance. Other winners included VML Health New York’s pro bono 'Beat Cancer Off' for F*ck Cancer (Health & Wellness Gold), which promoted frequent ejaculation and included a tracking app, and Ogilvy’s 'Blue Brands' for Viatris’ Viagra (Pharma Gold), which evoked the brand in China through color/suggestion to navigate advertising bans. Gillis contends juries rewarded bravery that also solved genuine behavioural barriers by pairing provocation with clinical or measurable proof.

What Makes a Great Marketing Mascot

The Drum collected views from agency and brand professionals about the role and resurgence of marketing mascots. Contributors argue mascots can deliver memorability, distinctiveness, emotional connection and cross-channel consistency when strategically integrated into products, experiences and social content. Several speakers contrast figurehead mascots (Mailchimp’s Freddie, Asana’s unicorns) with highly integrated examples (Duolingo’s Duo, ESPN’s App‑E), and warn that mascots often fail when strategy, guardrails or brand fit are missing. Agencies cited recent mascot work (Ponderosa’s characters for Snap Finance and Leasing.com; Aim B2B’s Susumu) as demonstrations of purposeful use. The piece concludes that mascots work best when they serve a clear brand role, are woven into everyday touchpoints, and are deployed with rules that ensure they amplify — not hijack — the underlying brand.