Braze vs CleverPush

Oreo's 'Dunk in the Dark' Tweet: The Blueprint for Agentic Marketing

The article revisits Oreo's famous 'Dunk in the Dark' tweet from the 2013 Super Bowl blackout, arguing that its success stemmed not from improvisation but from a pre-built command center and delegated approval chain. It traces how marketers misread the moment and tried to replicate it with newsrooms, CDPs, and next-best-action engines. The piece highlights that agentic AI promises to scale this governance model to millions of interactions, but adoption lags: only 39% of brands have a CDP to support it, and Gartner projects 60% will use agentic AI by 2028. It also cites Adobe research showing 75% of practitioners still see real-time personalization as a major challenge, and a Braze report finding only 53% of consumers feel brands predict their needs. The article concludes that the infrastructure exists but coherence and data connectivity remain hurdles.

• In 2013, Oreo posted 'You can still dunk in the dark' during a 34-minute Super Bowl blackout, earning ~15,000 retweets and 20,000 Facebook likes organically.
• Oreo's agency 360i ran a command center with a pre-agreed approval chain, and the brand spent the prior summer on 100 consecutive Daily Twist posts.
• Adobe's 2025 research found 75% of practitioners still consider real-time personalization a major challenge.

Give back more effectively with Braze Charitable-Giving Canvas templates

Braze introduces updated Charitable-Giving Canvas templates to help brands give back more effectively.

Playable Enables Sounded Inline AutoPlay Video in Email

Playable Inc. announced a new email video capability that enables HD video to autoplay on open with user-controlled sound and playback directly inside email messages, eliminating the need to redirect recipients to external platforms. The feature is available to enterprise customers and integrates with major ESPs and marketing platforms. Playable says the solution preserves brand context and CTAs, offers features like AI Video Editing, Lifecycle Video, Video Lock & Compliance, and provides one-click connectors to several ESPs. The company also offers a Leakage Calculator to estimate revenue lost when subscribers are redirected outside the inbox.

• Playable Inc. announced a capability that allows HD video to autoplay with user-controlled sound and playback directly inside email messages.
• The sound-enabled inline autoplay feature is available now to Playable’s enterprise customers.
• Playable’s solution is compatible with campaigns built for Braze, Salesforce, Klaviyo, Constant Contact, Customer.io, Benchmark Email, Mailchimp and 30 other partners.

Marty-Trezzini Spotlights Babu's Nightshift Bakery

Swiss agency Marty-Trezzini created a 15th-anniversary campaign for Zurich coffeehouse brand Babu's titled "We bake your day," centering the brand's in-house bakery in Binz that supplies four Zurich locations. The campaign's core is a documentary-style film following early-morning bakery operations, using timestamps as a storytelling device and voiceover contributions from mother-daughter leaders Sandra and Elena Kubista. The film is supported by cutdowns and a tailored visual world. The campaign will serve as an ongoing communications platform beyond the anniversary year and will be used on social media, digital channels and Babu's website. Credits list agency and client contacts and production crew.

• Marty-Trezzini developed and produced a 15th-anniversary campaign for Babu's called "We bake your day".
• The campaign focuses on Babu's in-house bakery in Binz, which bakes bread and pastries for Babu's four Zurich locations.
• A documentary-style film — using timestamps and voiceover from Sandra and Elena Kubista — is the centerpiece of the campaign.

Dylan expands Pro Juventute music awareness campaign

Zürich agency Dylan has launched a second wave of the awareness campaign "Musik hilft. Wir auch." for Pro Juventute's counselling hotline 147, continuing work started in autumn 2025. Six Swiss musicians (Monet192, EAZ, Gigi Malua, Eileen Alister, Linda Elys and Marie Jay) contributed song lines that address topics like overwhelm, self-doubt, heartbreak and inner restlessness. The lines are used as headlines across social media, digital out-of-home placements and school posters. The campaign also expands collaboration with the artists through personal videos in which they discuss song creation and music's role in emotional coping, while promoting the 147 counselling service when music alone is not enough.

• Dylan (communications agency) is running a second wave of the awareness campaign "Musik hilft. Wir auch." for Pro Juventute's counselling 147.
• The campaign originally launched in autumn 2025 and continues with new creative assets in 2026.
• Six Swiss musicians — Monet192, EAZ, Gigi Malua, Eileen Alister, Linda Elys and Marie Jay — provided song lines used as campaign headlines.

Kreisvier leadership grows to three members

Swiss agency Kreisvier has expanded its executive management to a three-person leadership team. David Lübke, previously Executive Creative Director (responsible for creative output since November 2025), has been promoted to Chief Creative Officer. Sandro Looser, who was Chief Client Officer and a member of the management team since early 2025, takes on additional responsibilities as Chief Operating Officer. Alexandra Vatansever remains CEO. Kreisvier employs around 50 people and celebrated its 25th anniversary in spring 2026. The article was published on August 24, 2026.

• David Lübke promoted from Executive Creative Director to Chief Creative Officer at Kreisvier.
• Sandro Looser assumes the role of Chief Operating Officer while having been Chief Client Officer and a management team member since early 2025.
• Alexandra Vatansever is CEO of Kreisvier and is part of the new three-person leadership team.