Bristol Myers Squibb is warming up for the FIFA World Cup 2026 with a new media campaign, launching its “Won’t Lose” ad ahead of the soccer community arriving in the U.S. for this summer’s tournament.
Siegel+Gale
May 2026
News
Bristol Myers Squibb ties science to soccer in World Cup campaign voiced by Ali Krieger
Bristol Myers Squibb is warming up for the FIFA World Cup 2026 with a new media campaign, launching its “Won’t Lose” ad ahead of the soccer community arriving in the U.S. for this summer’s tournament.
Siegel+Gale
May 2026
As artificial intelligence reshapes the design world, one question keeps coming up: Can machines replace creatives?
Mei Wing Chan
May 2026
AI
Craft in the age of AI
As artificial intelligence reshapes the design world, one question keeps coming up: Can machines replace creatives?
Mei Wing Chan
May 2026
The Definitive Brander's Guide to M&A covers the five dimensions of brand that shape deal outcomes, a full KPI framework across every stakeholder audience and lessons from landmark transactions.
Siegel+Gale
May 2026
Insights
The definitive brander’s guide to M&A
The Definitive Brander's Guide to M&A covers the five dimensions of brand that shape deal outcomes, a full KPI framework across every stakeholder audience and lessons from landmark transactions.
Siegel+Gale
May 2026
We sat down with Marc and Ben to explore where the practice stands today, the dangers of overconfidence in AI outputs and why nothing beats actually talking to your customers.
Marc Desmond + Ben Osborne
April 2026
Insights
The future of research is built on hybrid intelligence
We sat down with Marc and Ben to explore where the practice stands today, the dangers of overconfidence in AI outputs and why nothing beats actually talking to your customers.
Marc Desmond + Ben Osborne
April 2026
With the release of "Jerry West: The Logo," we find ourselves reflecting on one of Siegel+Gale's most enduring pieces of work.
Siegel+Gale
April 2026
Insights
Slam dunk: The logo that defined a league
With the release of "Jerry West: The Logo," we find ourselves reflecting on one of Siegel+Gale's most enduring pieces of work.
Siegel+Gale
April 2026
Sit in any brand strategy session right now, and you’ll hear a version of the same conversation: AI can help us do more with less, but it’s a threat to … Continued
Katie Conway
April 2026
AI
AI won’t save your brand. Clarity will.
Sit in any brand strategy session right now, and you’ll hear a version of the same conversation: AI can help us do more with less, but it’s a threat to … Continued
Katie Conway
April 2026
If your brand cannot be understood clearly by an algorithm, it will not be chosen confidently by a human.
Patrick Kampff
April 2026
News
Clarity is the last unfair advantage
If your brand cannot be understood clearly by an algorithm, it will not be chosen confidently by a human.
Patrick Kampff
April 2026
93% of marketers are investing in AI. Only 25% are seeing results. Here's why: AI isn't a shortcut to strategy.
Siegel+Gale
March 2026
AI
Reality Check: Building the new infrastructure of influence
93% of marketers are investing in AI. Only 25% are seeing results. Here's why: AI isn't a shortcut to strategy.
Siegel+Gale
March 2026
Most CMOs approach AI as a technology problem to solve but it's actually a brand strategy problem. And the brands that treat it that way will have a significant competitive advantage over those that don’t.
Jason Cieslak
March 2026
AI
Stop building better tech. Build a better brand.
Most CMOs approach AI as a technology problem to solve but it's actually a brand strategy problem. And the brands that treat it that way will have a significant competitive advantage over those that don’t.
Jason Cieslak
March 2026
Philip Davies explains how, in complex environments like airports, simplicity comes not from removing information, but from designing systems that make the right signals instantly recognizable.
Philip Davies
March 2026
Insights
Can your brand pass the airport test?
Philip Davies explains how, in complex environments like airports, simplicity comes not from removing information, but from designing systems that make the right signals instantly recognizable.
Philip Davies
March 2026