OMD vs SAMY

Telstra's Steve Buscemi Villain Returns in Security Sequel

Telstra, the Australian telecommunications provider, has launched a new installment of its security campaign featuring Steve Buscemi as an evil intergalactic emperor. The ads, created by agency Bear Meets Eagle On Fire and directed by Randy Krallman of Smuggler, dramatize how Telstra's upgraded security thwarts the villain's 'scam-pocalypse' attempts. The campaign includes a 90-second hero film and two 30-second spots running across TV, digital, social, cinema, and Telstra stores. Telstra highlights that Australians lost over US$1.4 billion to scams last year, and the company blocks millions of scam calls and texts monthly. The humorous approach, as reported by Ad Age, aims to reassure customers of proactive protection while continuing Buscemi's role from previous ads.

• Telstra launched a new ad campaign featuring Steve Buscemi as an evil intergalactic emperor.
• The campaign includes a 90-second hero film and two 30-second spots.
• It runs across TV, digital, social, cinema, and Telstra stores.

McCann's 'Love Flex' Campaign Redefines Relationship Status for Young Men

McCann New Zealand's 'Love Flex' campaign for the New Zealand Ministry of Social Development's Love Better initiative reimagines relationship improvement as a status symbol for young men. The film features two young men engaged in a humorous, competitive banter, boasting about their emotional intelligence and relationship skills, countering toxic manosphere narratives. The campaign targets young men across cinema, social platforms (including TVNZ+, Disney+, TikTok, YouTube, and Twitch), and uses humor to make relationship growth culturally relevant. The creative team, led by Group Creative Director Alan Jones and Angelo An, developed 38 pages of alternative lines, eventually narrowing to a three-page script. The campaign launched on September 11, 2026, and has resonated globally. Research and tracking with Verian will assess behavioral impact.

• McCann New Zealand launched 'Love Flex' for the New Zealand Ministry of Social Development's Love Better initiative.
• The campaign targets young men across cinema, TVNZ+, Sky Sport Now, Neon, Disney+, ESPN, ThreeNow, Facebook, Instagram, YouTube, TikTok, and Twitch.
• The creative team wrote 38 pages of alternative lines, reduced to three pages for the shoot.

Screen On Demand names UK country manager

Screen On Demand (SoD) is launching a dedicated UK operation based in London and has appointed Dan Ward as Country Manager UK to lead the local team and grow the British business. The Munich-founded adtech provider offers cross-device high-impact advertising and combines data management, creative services and media distribution on its platform, with campaign delivery across mobile, web, DOOH and Connected TV. SoD says it has run campaigns for international clients in the UK for years and will now scale the market with a local subsidiary. The company — founded in 2017 and employing about 60 people (roughly 50 in Germany) — already operates offices in Vienna, Paris and Stockholm in addition to German locations.

• Screen On Demand (SoD) appoints Dan Ward as Country Manager UK to build its UK operation from London.
• SoD will establish a local UK team and a UK legal presence to grow business beyond existing campaign work in the market.
• SoD offers cross-device high-impact advertising combining data management, creative studio output and media distribution; channels include Mobile, Web, DOOH and Connected TV.

SAMY Acquires Get Engaged in Nine-Figure Deal

Madrid-based social media agency SAMY has acquired U.S. influencer marketing agency Get Engaged in a cash-and-equity deal valued in the low nine figures. The acquisition provides SAMY with a U.S. base and access to clients such as DoorDash, Sephora, and Raising Cane's. Get Engaged co-founder Alex Dermer stated that founders will retain 'meaningful ownership' in the combined business. The deal aims to combine Get Engaged's cultural insight with SAMY's data, technology, and global reach.

• SAMY acquired Get Engaged in a cash-and-equity deal valued in the low nine figures.
• The deal provides SAMY with a U.S. base and clients including DoorDash, Sephora, and Raising Cane's.
• Get Engaged founders will retain 'meaningful ownership' in the combined business.

Victor and Amaia to Lead SAMY’s Social-First Strategy Across Iberia and Southern Europe

Victor García del Barrio joins us as Country Manager for Iberia (Spain and Portugal), while Amaia Álvarez takes on the role of Managing Director, Southern Europe.

The North Face expands SAMY remit with influencer management brief

The North Face has appointed SAMY to lead its influencer management strategy and execution as the outdoor brand increases its investment in creator-led marketing and culturally relevant storytelling. The remit builds on a partnership that saw SAMY refresh The North Face's social media strategy in December 2024. As The North Face's social agency of record, […]