AKQA vs R/GA

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.

AKQA, Google Gemini and Vodafone launch 'Partners in Time' campaign

AKQA Berlin created a summer-themed advertising campaign titled "Partners in Time" for Google Gemini and Vodafone Germany that positions a smartphone and its integrated AI assistant as companions in a romantic five-year story. The films, produced by BWGTBLD and directed by Paul Hermann, show everyday uses of AI (Gemini) such as route planning and furnishing suggestions, and also promote Vodafone's 5-year promise (longevity and quality). The campaign will run nationwide across CTV, digital and social media and uses the song "Bad Love" by Dehd as its soundtrack.

• AKQA Berlin developed the campaign 'Partners in Time' for Google Gemini and Vodafone Germany.
• The campaign dramatizes a five-year relationship story captured on a Vodafone smartphone and features Google Gemini assisting in scenes like route planning and nursery furnishing suggestions.
• The films were produced by BWGTBLD and directed by Paul Hermann.

Droga5 Creative Mariano Jeger Joins OutFront, Launches IRL Studios

Mariano Jeger, former executive creative director at Droga5, has joined OutFront Media as the first chief creative officer of its new division, IRL Studios. The unit combines OutFront's creative agency, Creative Studios, with its innovation tech unit, XLabs, into a single offering. Jeger will report to Stacy Minero, OutFront's chief marketing and experience officer. He brings experience from Droga5, TBWA\Media Arts Lab, and R/GA, where he led creative for Latin America. IRL Studios aims to unify OutFront's creative and tech capabilities in out-of-home advertising.

• Mariano Jeger joined OutFront Media as chief creative officer of IRL Studios.
• IRL Studios combines OutFront's Creative Studios agency and XLabs tech unit.
• Jeger reports to Stacy Minero, chief marketing and experience officer at OutFront.

Google Health Launches AI Wellness Coach with R/GA

The article discusses the shift in wellness technology from data-driven optimization to holistic, AI-powered guidance. Google's new Health platform, built on Fitbit and Gemini AI, moves beyond passive monitoring to offer personalized, adaptive support. R/GA served as Google's end-to-end creative partner, defining brand strategy, design system, and launching an integrated campaign featuring Stephen Curry. The article highlights consumer trends like 'data-induced fitness shame' and the growing demand for proactive, holistic wellness, citing McKinsey and R/GA research. It also emphasizes the importance of 'Brand DNA' in the age of AI agents.

• Google launched Google Health, a platform built on Fitbit and Gemini AI, offering personalized health coaching.
• R/GA served as Google's end-to-end creative partner for Google Health, defining brand strategy and launching a global campaign with Stephen Curry.
• McKinsey research shows 84% of US consumers consider proactive, holistic wellness a top priority.

Ari Halper: B2B Should Mean Business-to-Person

Ari Halper, global ECD and head of creative excellence at R/GA and a juror on The Drum B2B Awards' Creative Aces jury, argues that B2B marketing should be reframed as B2P (Business-to-Person). He says marketers must remember they are communicating with people, not organizations, and that creative ambition in B2B can match B2C. Halper describes pragmatic use of AI as a strategic and creative partner—researcher, analyst and comp artist—while emphasizing the continuing need for human judgment and craft because AI tends to accommodate rather than challenge. He also discusses brand building, arguing long-term brand success is composed of many shorter efforts that should aggregate toward a consistent narrative. The Drum B2B Awards entries close July 23.

• Ari Halper is global ECD and head of creative excellence at R/GA.
• Halper is a juror on the Creative Aces jury for The Drum B2B Awards.
• Halper advocates reframing B2B as B2P (Business-to-Person).