Here it is, the edition number 10 of Nucleo, focusing on our core competency of unlocking the potential of zeitgeist communication and the four pillars that make us different. We hope you find value in this content we selected specially for you.

☵ Merging Editorial + Campaign Content

WeTransfer unveiled brand campaign “Please Leave”, reflecting the relationship between people and technology. The campaign highlights the new reality that digital technologies have often become a distraction from productivity, and the unique role that WeTransfer has in helping people reclaim their time with simple and intuitive tools. ☛ Read more

GSK serves hay-fever ads to digital screens in pollen warning areas. GSK has launched what it is claiming the be the UK’s first fully automated digital out of home ad — a campaign for anti-allergen brand Pirinase informed in real-time by MET Pollen Data. ☛ Read more

☵ Strategy and Creativity Mix

Lacoste tells a stunningly powerful story of tumultuous love in new campaign. Some of the most distinctive creative moments in advertising have come from brands who instinctively knew when to get out of their own way to allow a breathtaking story to take shape. Lacoste is the most recent example of a brand who let the story -not their product- drive the incredible narrative. ☛ Read more

Pepsi goes Instagram-heavy for its Summer push. The effort, called “Pepsi #Summergram” involves putting special graphics and QR codes on more than 200 million bottles of Pepsi, Diet Pepsi and Pepsi Zero Sugar. If the codes are scanned with a smartphone camera, it launches an Instagram Story in which Pepsi-branded augmented reality filters can be placed. ☛ Read more

☵ Product is Communication too

Spotify begins testing its first hardware: a car smart assistant. The device, called Car Thing, plugs into a vehicle’s 12-volt outlet (aka a cigarette lighter) for power and connects to both a person’s car and phone over Bluetooth. The device can be activated by saying, “Hey, Spotify,” followed by a request for whatever the person wants to hear. ☛ Read more

Lacoste swaps its crocodile for endangered animals in new collection. This month, the label is replacing its iconic reptile with ten limited-edition designs that place one threatened species on the front of their classic polo shirts — giving them the spotlight they deserve. ☛ Read more

☵ Digital Marketing as Sales

How are B2B marketers measuring their content-driven campaigns? A study by the Content Marketing Institute, MarketingProfs and SEO platform Conductor found that only 49% of B2B marketers in North America measure their content marketing ROI. When B2Bs do measure their content’s performance, they track page views, qualified leads, unique visitors and downloads. ☛ Read more

Google saves years of information on purchases you’ve made. “To help you easily view and keep track of your purchases, bookings and subscriptions in one place, we’ve created a private destination that can only be seen by you” a Google spokesperson told CNBC. ☛ Read more