Anthropic’s Claude airs 52,000 peoples AI questions in a new campaign, Castle Milk Stout and Schweppes both want us to slow down - which brand does it better? And Aperol’s bottle has had a redesign.

We watch:
Claude & Anthropic
Schweppes
Castle Milk Stout

Anthropic&rsquo;s Claude airs 52,000 peoples AI questions in a new campaign,&nbsp;Castle Milk Stout and Schweppes both want us to slow down - which brand does it better?&nbsp;And Aperol&rsquo;s bottle has had a redesign.
We watch:
<ul>
<li><a href="https://www.youtube.com/watch?v=jVbGX7zJHi8">Claude &amp; Anthropic</a></li>
<li><a href="https://www.instagram.com/reels/DZw4t1ATUCD/">Schweppes</a></li>
<li><a href="m.youtube.com/watch?v=g9hTHc4_sqQ&amp;pp=0gcJCWQCo7VqN5tD&amp;ra=m">Castle Milk Stout</a></li>
</ul>

Every week, advertising gurus Russel Howcroft and Freddie Young offer a glimpse behind the curtain of the world’s most talked about marketing campaigns, brands, ideas, advertising news and industry screw ups.

Every week, advertising gurus Russel Howcroft and Freddie Young offer a glimpse behind the curtain of the world&rsquo;s most talked about marketing campaigns, brands, ideas, advertising news and industry screw ups.

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Ross Stevenson and Russel Howcroft keep Melbourne informed and entertained with their razor sharp wit and humour every morning on 3AW Breakfast, 5.30am-8.30am.

The daily podcast and best segments from their program are uploaded right here.

Ross Stevenson and Russel Howcroft keep Melbourne informed and entertained with their razor sharp wit and humour every morning on 3AW Breakfast, 5.30am-8.30am. The daily podcast and best segments from their program are uploaded right here.

3AW Breakfast with Ross and Russel

Claude vs OpenAI: The strategy winning the AI brand war

This episode is a two-part masterclass in creative direction, commercial production, and foundational brand building. In first half, Russ & Freddie dive into high-level creative execution, navigating modern fashion advertising, integrating AI into the styling workflow, and maintaining an artist-first ethos through the grind of intense commercial productions.The second half features author Jason Kimberley, shifting the focus to ground-level sales and commercial strategy. The conversation deconstructs how packaging, perception, and grit ultimately turn creative ideas into commercially viable brands.

We watch: 
Hermes (Not affiliated with Hermès)
Apple

This episode is a two-part masterclass in creative direction, commercial production, and foundational brand building.&nbsp;In first half, Russ &amp; Freddie dive into high-level creative execution, navigating modern fashion advertising, integrating AI into the styling workflow, and maintaining an artist-first ethos through the grind of intense commercial productions.The second half features author Jason Kimberley, shifting the focus to ground-level sales and commercial strategy. The conversation deconstructs how packaging, perception, and grit ultimately turn creative ideas into commercially viable brands.
We watch:&nbsp;
<ul>
<li data-path-to-node="0"><a href="https://www.instagram.com/p/DetXwl3jEpf/?cplk=bjN1cWdxZDBmOXB1">Hermes (Not affiliated with Herm&egrave;s)</a></li>
<li data-path-to-node="0"><a href="https://www.youtube.com/watch?v=1XxNXkOHKZw">Apple</a></li>
</ul>

Selling Taste with Jason Kimberley: From Guinness & Hermès to Door-to-Door Marketing 

In today's episode, we kick things off with a look at creative positioning strategies, diving into Visit Sweden's Introvert Travel Agency and debating whether destination marketing like Tasmania's works better as a charge or a recharge. From there, we analyse the Apple ecosystem, and their potential strategising around AI agents. Finally, we discuss Target's newest advertisement and how to turn a single distinctive asset into a powerful campaign anchor.

We watch: 
Visit Sweden - Introvert Travel Agency
Target

In today's episode, we kick things off with a look at creative positioning strategies, diving into Visit Sweden's Introvert Travel Agency and debating whether destination marketing like Tasmania's works better as a&nbsp;charge or a recharge. From there, we analyse the Apple ecosystem, and their potential strategising around AI agents. Finally, we discuss Target's newest advertisement and how to turn a single distinctive asset into a powerful campaign anchor.
We watch:&nbsp;
<ul>
<li><a href="https://www.youtube.com/watch?v=SUG2ACZotP8">Visit Sweden - Introvert Travel Agency</a></li>
<li><a href="https://www.youtube.com/watch?v=8tGy31p17NQ">Target</a></li>
</ul>

Are You Charge or Recharge?

In today's episode we dive into the power of simple outdoor advertising and praise MLC Super’s high-profile The Heist campaign for turning a core retirement insight into creative gold. We discuss Sonos’s Feel the System advertisement and we end discussing the leaked Brisbane 2032 Olympic logo against the timeless graphic design benchmark of the Mexico 1968 Games. 

We watch: 
MLC 'The Heist' (Short Form)
MLC 'The Heist' (Long Form)
Sonos

In today's episode we dive into the power of simple outdoor advertising and praise MLC Super&rsquo;s high-profile The Heist campaign for turning a core retirement insight into creative gold. We discuss Sonos&rsquo;s Feel the System advertisement and we end discussing the leaked Brisbane 2032 Olympic logo against the timeless graphic design benchmark of the Mexico 1968 Games.&nbsp;
We watch:&nbsp;
<ul>
<li><a href="https://www.youtube.com/watch?v=prJJxIeeMVI">MLC 'The Heist' (Short Form)</a></li>
<li><a href="https://www.youtube.com/watch?v=3-g972YHYAo">MLC 'The Heist' (Long Form)</a></li>
<li><a href="https://www.youtube.com/watch?v=LVm_zZ_HCTo">Sonos</a></li>
</ul>

Claude vs OpenAI: The strategy winning the AI brand war

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