Category: In the Press

This Adweek report highlights a historic milestone for Kellogg’s Raisin Bran: its first-ever appearance in the Big Game. Developed in partnership with VaynerMedia, the campaign marks a bold strategic pivot for the legacy brand, trading traditional messaging for humor-driven creative to connect with modern consumers.

The centerpiece of the campaign is a high-profile spot featuring iconic actor William Shatner. The creative strategy leaned into viral paparazzi moments and social media teasers, including shots of Shatner eating cereal in a car, to build organic hype ahead of the Big Game. The final creative uses a cheeky, space themed visual to address the importance of fiber in a way that is both humorous and nostalgic.

For VaynerMedia, this project showcases our ability to modernize household names through integrated social-first storytelling and daring creative execution. By leaning into the “Shat’s About To Get Real” tagline, we helped Raisin Bran break through the Big Game noise, proving that even the most functional things can be marketed with cultural relevance and wit. This partnership reinforces our commitment to driving growth for iconic brands by meeting audiences where they are—on the biggest stage in advertising.

Read more about it on ADWEEK.

In a landmark partnership, The Magnum Ice Cream Company has appointed VaynerMedia Canada as its social creative and production Agency of Record (AOR). This collaboration marks the first time the global ice cream giant—which oversees iconic brands like Magnum, Ben & Jerry’s, and Breyers—has partnered with a dedicated social agency.

As the company transitions into its next phase as a standalone entity, VaynerMedia is tasked with leading culture-led social strategy across its entire portfolio. The agency will be focusing on shifting these brands beyond the traditional frozen dessert category and into everyday snacking occasions. By leveraging a consumer-first approach, VaynerMedia will develop social-first content designed to drive relevance where food, entertainment, and lifestyle trends intersect.

By blending strategic social-first thinking with high-speed production, the partnership aims to accelerate growth and engage consumers more meaningfully worldwide. For VaynerMedia, this win underscores its reputation as the premier partner for brands looking to redefine their digital presence and dominate the modern media landscape.

Read more at Little Black Book.

In a bold move to solidify its position as a national leader in the quick-service industry, Wingstop recently launched its “Wingstop is Here” brand platform, developed in partnership with VaynerMedia. This campaign marks a pivotal evolution for the company, aiming to transcend its status as a cult favorite and become an everyday cultural mainstay.

The Wingstop is Here initiative focuses on the brand’s seamless integration into the modern lifestyle. By highlighting the emotional and social experience of enjoying Wingstop, whether its at family dinners, game-day rituals, or late-night cravings, it emphasizes authenticity and real-life moments. The strategy utilizes a multi-channel approach, deploying high-impact creative across TV, streaming (OTT), and social media to capture the attention of both loyal fans and new audiences.

The campaign reinforces Wingstop’s position as the fastest-growing wing chain in the U.S. By leaning into the natural way fans talk about the brand, VaynerMedia has helped Wingstop ensure the brand remains at the center of pop culture conversations, while maintaining the unique identity that fueled its initial rise.

Read more about it on QSR Magazine.

In a significant expansion of its Australian footprint, VaynerMedia has been named the lead social agency for HBO Max Australia. Following the streaming service’s successful Australian launch, this partnership tasks VaynerMedia with overseeing all creative and production efforts across the brand’s social media landscape, including TikTok, Instagram, and Facebook.

The appointment marks a transition into the next phase of HBO Max’s brand growth in the region. Ashleigh Bruton, Head of Social for HBO Max Australia, noted that after seven months of cultivating a passionate online community, the brand sought a partner capable of blending “creativity, culture, and conversation” to deepen fan engagement.

VaynerMedia’s “social-first” philosophy was the driving force behind the win. Karen Coleman, Country Manager at VaynerMedia Australia, described the partnership as a “dynamic collision of creativity and culture.” By redefining how stories are told and shared, VaynerMedia aims to bring fandoms closer to their favorite characters and franchises than ever before.

Read more about it on Mumbrella.

VaynerMedia APAC has officially launched CreAItors, a pioneering AI-enhanced creative platform designed to deliver hyper-localized, culturally relevant campaigns at an unprecedented scale. Unlike traditional one-off marketing efforts, CreAItors serves as a replicable, always-on system that fuses generative AI with human creative direction. With it, users can produce thousands of tailored assets without the typical production costs.

The platform’s capabilities were recently showcased in its first live application, the “Group Order content kitchen” for Grab. To drive adoption of Grab’s Group Order feature across six Southeast Asian markets—Singapore, Malaysia, the Philippines, Vietnam, Thailand, and Indonesia—the system generated over 16,000 storytelling permutations. By leveraging five key levers, including location, occasion, cast, AI persona, and platform format, CreAItors developed content specifically tuned in to local nuances, such as office lunch crews in Manila and weekend squads in Jakarta.

As Tim Lindley, Managing Director of VaynerMedia APAC noted, the platform moves beyond the “one brilliant ad” model to provide thousands of brilliant, cohort-specific ads. This innovation establishes a new benchmark for creative efficiency in the region, allowing brands to achieve maximum relevance and business impact through speed, data-driven insights, and cultural precision.

Read more about it on Marketing-Interactive.