AKQA vs BBDO

AKQA Creates Google Pixel Garden Theory Campaign with Musiala

Google has launched a new social-first campaign titled 'Garden Theory' for its Pixel 11 Pro smartphone, featuring Bayern Munich's Jamal Musiala. The campaign was created by digital agency group AKQA and showcases the phone's AI assistant Gemini and the 'HiLight' LED feature, which alerts users to important calls. The conceptual theme suggests that, like a garden, the phone provides a serene environment allowing users to focus amid digital noise. The campaign will run on Instagram, TikTok, YouTube, and other digital platforms like Highsnobiety. It was produced by the production company Zero, directed by Rogelio González, with set design by Nina Oswald and floral artist Valentina Teinitzer De Pasquale. The campaign highlights how the Pixel 11 Pro helps users concentrate on what matters, aligning with Google's messaging that the device is designed to help users stay present.

• Google launched a product campaign for the Pixel 11 Pro called 'Garden Theory'.
• The campaign features footballer Jamal Musiala from FC Bayern Munich.
• The campaign was created by AKQA, a digital agency group.

HubSpot gives high performers the edge in new global campaign with AKQA

AKQA has launched a new global campaign with HubSpot, titled 'HubSpot gives high performers the edge', marking a new client partnership and campaign launch.

Matt MacDonald Joins Merkley+Partners as Chief Creative Officer

Matt MacDonald is leaving VCCP to join Omnicom-owned Merkley+Partners as chief creative officer, starting in November. He is tasked with reshaping the agency's creative vision. MacDonald had led creative for VCCP's U.S. office for two years, and previously spent a decade at BBDO as CCO in New York leading the AT&T business. The position at Merkley+Partners was vacant since Andy Hirsch retired at the end of 2024. This is a significant executive move within the agency sector, filling a key creative leadership role.

• Matt MacDonald is leaving VCCP to join Omnicom-owned Merkley+Partners as chief creative officer.
• MacDonald starts in November, filling a role vacant since Andy Hirsch retired in 2024.
• He previously led creative for VCCP's U.S. office for two years.

BBDO, TLGG, and Cooperative Financial Group target young people

The Cooperative Financial Group (GFG), comprising Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwäbisch Hall, and Union Investment, has launched a first group-wide campaign aimed at 18-30 year olds. The campaign, titled "Das kriegen WIR hin," uses a social-first approach across social media, online video, streaming, audio, and cinema. Developed by BBDO, TLGG, and Omnicom Precision Marketing, it emphasizes the collective strength of the group rather than individual products. The first phase builds brand awareness and leads to a central landing page; a second phase will highlight specific products. Volksbanken Raiffeisenbanken also partner with band Electric Callboy for activation. Media agencies include VR NetWorld and Mindshare.

• The Cooperative Financial Group (GFG) launched a group-wide campaign targeting 18-30 year olds.
• The campaign was developed by BBDO, TLGG, and Omnicom Precision Marketing.
• Campaign channels include social media, online video, streaming, audio, and cinema.

BBDO NY CEO and CCO to Depart

Emma Armstrong, CEO of BBDO New York, and Michael Aimette, Chief Creative Officer, are departing the agency. This follows Omnicom's acquisition of IPG, which led BBDO to absorb creative rival FCB. Chief Client Officer Kelli MacDonald, another FCB alum, is also leaving for a new opportunity. The exits occur just 10 months after Omnicom closed its $13 billion acquisition of IPG, creating the largest agency holding company.

• Emma Armstrong, CEO of BBDO NY, is departing the agency.
• Michael Aimette, CCO of BBDO NY, is leaving.
• Kelli MacDonald, Chief Client Officer, is also resigning for a new opportunity.