Eli Lilly, Amazon, Omnicom: This Week's Top Five Stories

Q&A: Tech Mahindra CMO on the Company's Sonic Identity

Are marketers overlooking the role sound could play in brand recognition? According to the research, the answer is yes. 

A study from Gartner has previously found that 64% of customers cannot tell the difference between one B2B brand's digital experience and another's, while research from Music Grid revealed that sonic branding can increase brand recall by 96% compared to visual branding alone. 

For this reason, Tech Mahindra has launched a new sonic identity, designed to complement its visual identity while also improving brand recognition.

In conversation with Marketing Chief, Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, explains how the company has developed this new sonic identity in line with its recent rebrand.

Omnicom Names Novo Nordisk US Agency of Record

Novo Nordisk has named Omnicom its agency of record for its US media account. 

The company, which is known for manufacturing GLP-1 medications Ozempic and Wegovy, has brought its long-standing partnership with WPP to an end – after first naming WPP its agency of record for US media buying in 2020. 

Liz Skrbkova, Head of US Media and Stakeholder Relations for Novo Nordisk, shared with Fierce Pharma Marketing that the company looks forward “to working with the Omnicom team as we continue to scale consumer-focused strategies and connect with patients through emerging channels and technologies, helping bring even greater awareness of our medicines to people living with chronic conditions such as obesity and diabetes”.

Foot Locker Debuts Campaign Celebrating Sneaker Culture

Foot Locker has revealed its new ‘It Always Will be Foot Locker’ brand platform – designed to reflect the company’s role in sneaker and basketball culture. 

According to the company, the campaign – which features rapper Method Man and highlights the cultural influences that have shaped sneaker culture for more than five decades – marks the next chapter in its brand evolution. 

“For more than 50 years, Foot Locker has given sneaker culture a true home, helping define its iconic moments and milestones,” says Brett O'Brien, SVP, Chief Marketing Officer at Foot Locker.

“It Always Will Be Foot Locker is our love letter to that legacy and to the generations of customers and communities who have shaped it alongside us. It celebrates where sneaker culture has been, reflects where it is today and inspires the next generation to write the next chapter with us.”

Kate Spade Releases Fall 2026 Campaign Starring Tyla

Kate Spade New York has shared its new Fall 2026 campaign starring Tyla, the brand’s new global ambassador. 

The campaign, the company says, is an “invitation for people everywhere to discover, share and spread joy,” through a hero film showing a game of hide-and-seek across New York City. 

This sits within the brand’s Spark Something Beautiful brand platform, which was initially launched in 2025 to celebrate joy and connection – with the company shifting its focus as of late to celebrate its 90’s heritage. 

“We often think joy has to come from something extraordinary, when in reality it's usually present in moments we almost miss,” says Eva Erdmann, CEO and Brand President of Kate Spade New York. “This campaign is a reminder to look closer, be a little more curious, and share those joyful moments with others.  That's what Spark Something Beautiful has always been about.”

Big Pharma Meets the WNBA: Inside Lilly's Amazon Ads Play

For years the ad boards at women's basketball games sold you sneakers, sports drinks and the odd insurance quote. This season one of them is pushing a 150-year-old drugmaker.

Eli Lilly has joined the stampede into women's sports, teaming with Amazon Ads on a 30-second spot starring basketball star Candace Parker that ran during a WNBA on Prime doubleheader on 30 July.

It shows where the ad money is going now: not towards the sport with the biggest crowd, but the one appreciating fastest.

"Women's sports are at the center of culture, and conversations about health belong there too," says Lina Polimeni, Lilly's SVP and Consumer CMO, in a statement.

The company wants to be seen, she adds, "not just as a sponsor on the sidelines, but a partner invested in where the game is going."