Creative Salon

Creative Salon was established with two main goals in mind: to highlight and honor the impact of creative marketing on business success and economic development, and to support the future of the advertising and marketing sectors by fostering a diverse new generation of talent.

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Articles

'Sprite Is Summer': Inside Coca-Cola’s Coolest Brand Play Yet

5 days ago | creative.salon | Stephen Lepitak

After 12 years at Coca-Cola, global VP Oana Vlad is leading Sprite’s most dynamic chapter yet—with a tech-powered, culture-first campaign to own the summer Sprite is most certainly a summer brand, and its latest campaign is embracing that to the hilt. The Coca-Cola-owned lemon and lime drink is the third largest beverage brand globally (and also made third place in terms of sales in the US this year), having built itself to become an icon within counter culture.
'Sprite Is Summer': Inside Coca-Cola’s Coolest Brand Play Yet

5 days ago | creative.salon | Stephen Lepitak

Global VP Oana Vlad, who's been at Coca-Cola for 12 years, is leading Sprite’s most dynamic chapter yet—with a tech-powered, culture-first campaign to own the summer Sprite is most certainly a summer brand, and its latest campaign is embracing that to the hilt. The Coca-Cola-owned lemon and lime drink is the third largest beverage brand globally (and also made third place in terms of sales in the US this year), having built itself to become an icon within counter culture.
Lessons From Edelman's Brand Trust Report

1 week ago | creative.salon | Cerys Holliday

The seventh addition of the report reveals brand trust is more important than everTrust is complicated. It’s a never-ending question, and, arguably more than ever, there’s very little of it across the globe. Whether it’s down to political leaders, business owners, or even the media, distrust is a looming threat; brands, however, have a role to play in changing that narrative.
Five Things We Learned About... Dentsu's 'Influence To Impact' Report

1 week ago | creative.salon | Cerys Holliday

The consultancy's latest research delves into the role influencers can play in closing the ever-growing attention gapOne fact is undeniably true: consumers get easily distracted. Last year alone, Bain & Company report that across media formats, an average of 75 per cent of media users multi-task, and social media users self-report they are only focused for just 10 per cent of the time spent.
The Enduring Allure of Brand Experiences

1 week ago | creative.salon | Stephen Lepitak

Why brands are focusing more on engaging in personThere’s nothing to beat catching up face to face with like-minded people, be that to share the enjoyment of a music act, a common interest, or the opportunity to engage with a brand. As the advertising struggles to reach audiences as effectively it once did not even a decade ago, marketers have increasingly been looking to produce events where they can physically engage with their desired consumers.
Mars Pet Nutrition' Marketing Chief on Creativity, Cats (and dogs) and Cannes

1 week ago | creative.salon | Stephen Lepitak

Natalia Ball, global chief growth officer at Mars Pet Nutrition, shares why she’s backing big ideas, creator culture, and the power of pet parent passion — all with an eye on Cannes Lions 2026Mars is on a mission. While Apple takes home this year’s Cannes Lions Creative Marketer of the Year title, the marketing team behind Mars’s confectionery, pet care and food brands have their sights firmly set on claiming the honour in 2026.
'Upskilling is the priority to harnessing AI' - Omnicom CEO John Wren

1 week ago | creative.salon | Stephen Lepitak

As he prepares to close the merger with Interpublic Group in a deal that will create the world's largest network holding company, the Omnicom CEO discusses his other priority - AIIt's an incredibly important moment for John Wren as he finalises the deal that will see Omnicom Group tie up with American rival IPG. This Cannes Lions Festival will allow him to further pave the way for that to happen before the end of this summer.
Three Reasons Why…Magicians And Marketers Have The Same Job

2 weeks ago | creative.salon | Scarlett Sherriff

VCCP's 'Hacking The Attention Economy' report delves into the subtle wizardry of behaviour changeBotch a magic trick on stage and the audience leaves with emptier pockets and little desire to return. The curtain is lifted, the trick is revealed, and they’re filled with cynicism. Messing up an ad for a major brand is much the same, except the price tag is higher for all concerned. And just as it’s harder for a magician to wow a grown-up audience, the digital age poses similar challenges for brands.
Arthur Sadoun: 'We have to put AI to work on real solutions to increase clients' market share'

2 weeks ago | creative.salon | Stephen Lepitak

In the latest installment of the interview series featuring advertising's network business leaders discussing the impact of AI, Publicis Groupe's chief executive, Arthur Sadoun, outlines why the company's $10bn investment has helped it to lead the pack. He also reveals what he is hearing from clients around their ambitions to integrate AI within their organisations and what it means to his employees in their roles. Creative Salon: How has AI already accelerated impact in your business?
Is Jony Ive Correct or Can Creativity Thrive In Corporate Corridors?

2 weeks ago | creative.salon | Scarlett Sherriff

Adland's creative leaders respond to Apple's former chief design officer's assertion that creativity is 'fabulously unpredictable' Franki Goodwin, Alex Grieve, Sophie Cullinane and Oliver Egan respondWith the swift rise of artificial intelligence (AI), questions are being asked about the future and value of human creativity in the face of automated, and fast-to-order output.