Former VML and McDonald’s executives Thomas Tearle and Brent Clarke have launched Underdog Studio, an Australian consultancy focused on outcome-based transformation. Targeting high-growth and private equity-backed firms, the venture rejects traditional consulting models, promising faster, simpler, and more effective growth through design, data, technology and AI.

A new Australian consultancy is aiming to upend the traditional transformation playbook, as former VML AUNZ CEO Thomas Tearle and ex-McDonald’s ANZ executive Brent Clarke unveil Underdog Studio, a business and technology firm built on delivering measurable outcomes rather than billable hours.

The venture marks a reunion for the pair, who first crossed paths at WPP 15 years ago, and reflects a growing trend of senior network leaders branching out independently. Underdog Studio joins a wave of new-age consultancies seeking to challenge legacy models they argue have grown overly complex and ineffective.

Tearle, who previously oversaw a 300-strong team and multiple mergers during his tenure at VML AUNZ, believes the consulting industry has lost sight of its purpose. Despite the global consulting market reaching an estimated USD $263 billion in 2024, research suggests that the vast majority of transformation initiatives fail to meet their original ambitions.

“Most businesses aren’t stuck because they lack strategy,” he said. “They’re stuck because they can’t stop transforming long enough to build the foundation that makes transformation unnecessary. The big consultancies are incentivised to make it complicated. We’re built the opposite way.”

Underdog Studio plans to work in short, high-impact cycles rather than drawn-out, multi-year programmes. Its approach combines expertise in e-commerce, subscription models, digital revenue streams, CRM, loyalty systems, and product development across web and mobile platforms, with a focus on tangible growth outcomes.

Clarke, who left McDonald’s Australia after nearly seven years leading digital transformation initiatives—including the launch of the MyMaccas loyalty programme and exponential growth in app usage—said the firm is designed for ambitious, fast-scaling businesses, particularly those backed by private equity.

“The studio is built on a simple belief: the best transformation is the one that makes the next one unnecessary,” he said, adding that senior practice leads across design, data and technology are currently being recruited.

Central to Underdog’s proposition is a commercial model that charges clients based on results rather than time spent, a structure increasingly gaining traction among independent consultancies. Clarke argues this aligns incentives more closely with business outcomes, eliminating inefficiencies that plague traditional engagements.

“The goal was never transformation,” he said. “It was always growth. We use design, data, technology and AI, combined with hands-on experience, to grow our customers’ businesses. Like any good underdog, we aim to achieve more with less—more growth with less cost, time and frustration.”

The launch also comes amid a widening gap between investment in transformation and tangible returns, particularly in emerging technologies. Clarke pointed to findings from Deloitte indicating that only 12 per cent of Australian leaders believe generative AI is already transforming their business, compared to a global average of 25 per cent.

For Underdog Studio, that disparity underscores a broader industry problem—one it hopes to address by simplifying transformation and tying it directly to growth.

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Sri Lanka’s tourism resurgence has gained fresh strategic momentum with the launch of Island Impact, a new initiative by Colombo-based digital strategy firm IN10NT Digital aimed at reshaping how the island nation is perceived in the global travel market.

The move comes at a pivotal moment for the country, which has staged a remarkable recovery following recent economic challenges. In 2025, Sri Lanka welcomed more than 2.3 million international visitors, generating between USD 3.2 billion and USD 3.5 billion in tourism revenue. The figures mark one of the strongest performances in years, re-establishing tourism as a cornerstone of foreign exchange earnings and fuelling optimism for a record-breaking 2026.

Despite this upward trajectory, IN10NT Digital argues that Sri Lanka’s digital presence has not kept pace with its on-ground transformation. Across the island, improvements in hospitality standards, infrastructure, and curated travel experiences have elevated the visitor offering. Yet, online representations remain fragmented, often failing to capture the richness and diversity that travellers encounter in reality. In an increasingly competitive Asian tourism landscape, this disconnect risks leaving Sri Lanka overlooked by discerning global audiences.

Island Impact seeks to address this imbalance by focusing on digital brand elevation for tourism stakeholders across the country. The initiative is designed to create a more cohesive and compelling narrative that aligns with the actual visitor experience, ensuring that Sri Lanka is not only visible but also clearly understood by its target markets.

For local businesses and communities, the stakes are significant. A weak or inconsistent digital presence can translate into missed opportunities, limiting visibility for independently run hotels, tour operators, and cultural experiences that rely heavily on international discovery. By contrast, a stronger and more authentic online identity has the potential to attract travellers who value meaningful engagement with local culture, landscapes, and communities—ultimately driving more sustainable and inclusive economic growth.

Pravinth Deepan, Founder of IN10NT Digital, framed the challenge in stark terms, noting that Sri Lanka’s issue is not the quality of its tourism product but how it is perceived globally. He emphasised that the destinations gaining ground in today’s market are those that communicate their value most effectively to clearly defined audiences. Island Impact, he said, has been conceived to close this perception gap by building digital ecosystems that capture attention, inspire intent, and convert interest into tangible economic outcomes.

As Sri Lanka sets its sights on further growth, the success of initiatives like Island Impact may prove crucial in determining not just how many visitors arrive, but what kind of tourism the country ultimately cultivates—mass-market footfall or a more considered, high-value travel economy aligned with its cultural and environmental strengths.

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Johnnie Walker is strengthening its dominance in global travel retail with the launch of Blue Label Azure, a limited-edition summer release designed to capture the spirit of coastal celebrations. Available exclusively to international travellers, the new expression underscores the brand’s ability to combine exclusivity with distinctiveness—two powerful drivers of purchase in the travel retail sector.  

Timed to coincide with the holiday season, Blue Label Azure has been crafted to sit at the heart of summer gatherings, showcasing the versatility of Scotch whisky in a celebratory context. Its coastal inspiration reflects both the season and the brand’s ambition to create differentiated offerings that resonate with discerning travellers seeking unique experiences.  

The launch will begin with Avolta UK at London Heathrow Airport in May, before expanding to key international travel hubs including Singapore’s Changi Airport, Hong Kong International Airport and Paris. This strategic rollout ensures visibility across some of the world’s busiest gateways, reinforcing Johnnie Walker’s position as travel retail’s number one brand and the leading Scotch whisky label globally.  

By introducing Blue Label Azure, Johnnie Walker continues to elevate its image within the premium segment, offering travellers not just a product but a distinctive experience that blends craftsmanship, exclusivity and seasonal relevance. The release highlights the brand’s ongoing commitment to innovation in travel retail, ensuring it remains at the forefront of consumer choice in this dynamic channel.  

*DRINK RESPONSIBLY 

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In a striking fusion of technology, music and interactive storytelling, Apple Inc. has unveiled “HVL by MCK”, a groundbreaking 360-degree album trailer that reimagines the modern music rollout. Created in collaboration with Media Arts Lab Southeast Asia, Vietnamese rapper MCK and director Phương Vũ, the project marks a bold step in immersive content, filmed entirely on the new iPhone 17 Pro.

At its core, the campaign is both a technical showcase and a cultural moment. Using eight iPhone 17 Pro devices operating in perfect synchronisation, the team constructed a seamless 360-degree visual experience. Leveraging Ultra Wide lenses and ProRes RAW capture, every frame is rendered with cinematic precision, ensuring that the viewer is not merely watching a trailer but stepping into a meticulously crafted audiovisual environment.

The result is an album preview that transcends conventional formats. Rather than presenting a linear narrative, “HVL by MCK” unfolds as an exploratory digital space. Viewers are encouraged to scroll, pan and immerse themselves in a layered world where music, visuals and hidden details intersect. It is a deliberate departure from passive consumption, inviting audiences to actively engage with the content.

Integral to this experience is the campaign’s puzzle-like design. Embedded throughout the trailer are a series of easter eggs—recurring numerical motifs, concealed album snippets and a distorted audio signal that, when decoded, reveals a direct line to the artist himself. This gamified approach transforms the promotional cycle into a participatory journey, rewarding curiosity and deep engagement.

The campaign’s multi-platform rollout further amplifies its reach and ambition. Audiences can explore the 360-degree environment online or via YouTube, while those seeking a more immersive encounter can experience it through Apple Vision Pro. Beyond digital screens, the project extends into the physical world through dynamic digital out-of-home displays at Nguyen Hue Walking Street, alongside a strong presence on Instagram.

For Apple, the initiative underscores its continued emphasis on positioning the iPhone as a professional-grade filmmaking tool. By demonstrating the capabilities of the iPhone 17 Pro in a complex, synchronised shoot, the company reinforces its narrative that high-end production no longer requires traditional cinema cameras. Instead, innovation lies in accessibility, portability and creative vision.

For MCK, whose return has been highly anticipated, the project signals a reinvention not only of his sound but also of his artistic identity. The layered storytelling and cryptic elements mirror a broader trend in contemporary music marketing, where artists build expansive universes around their work, blurring the lines between content, experience and community.

Director Phương Vũ’s involvement brings a distinct visual language to the project. Known for experimental aesthetics under the Antiantiart banner, Vũ crafts a world that feels at once intimate and expansive, using the 360-degree format to heighten emotional resonance while maintaining a sense of discovery.

The collaboration with Media Arts Lab Southeast Asia ensures that the campaign’s creative ambition is matched by strategic precision. By integrating digital, social and physical touchpoints, the rollout captures audiences across multiple contexts, reinforcing the idea that modern campaigns must operate as ecosystems rather than isolated executions.

“HVL by MCK” ultimately reflects a broader shift in how brands and artists engage audiences in an era defined by interactivity and immersion. It is not simply a trailer, but a living, explorable artefact—one that invites fans to decode, participate and connect. In doing so, it points toward a future where storytelling is no longer confined to the screen, but extends into an experience shaped as much by the audience as by its creators.

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Harley-Davidson has unveiled a new global brand platform, “Ride”, which the iconic motorcycle maker describes as a “full reset” of its brand as it embarks on the next phase of its strategy. The initiative seeks to modernise Harley-Davidson’s image while reinforcing its heritage, positioning riding not merely as a product experience but as a defining cultural identity for its global community.

At the heart of “Ride” lies a reframing of Harley-Davidson’s long-standing relationship with motorcyclists, shifting the focus towards an emotional and lifestyle-driven proposition. The company emphasises that the idea reflects more than a century of motorcycle culture dating back to its founding in 1903, aiming to unite riders through shared experiences on the road. Harley-Davidson describes “Ride” as more than a marketing line, presenting it instead as “an action, a feeling, and a way of life”. This philosophy underscores the sense of community among riders, highlighting that riding clears the mind and turns miles into stories, while reinforcing the brand’s enduring positioning around freedom and adventure.

As part of the rollout, Harley-Davidson is introducing a refreshed visual identity anchored by the return of its historic bar and shield logo. This move is intended as a nod to the company’s origins while signalling the continued importance of heritage in shaping its future direction. The logo’s revival reflects Harley-Davidson’s commitment to honouring its past while embracing modernity, ensuring that its identity resonates with both long-time enthusiasts and new generations of riders.

The launch of “Ride” will be supported by a global film set to Willie Nelson’s classic “On the Road Again”. Featuring real riders, the film captures raw, authentic footage that conveys the experience and culture of motorcycling. Harley-Davidson said the campaign is designed to celebrate the spirit of riding and the community it fosters, with the film serving as a powerful visual and emotional anchor for the new platform. The campaign will run across broadcast, streaming, and integrated internal and external channels, ensuring wide visibility and engagement.

By positioning “Ride” as a cultural identity rather than a mere product slogan, Harley-Davidson is seeking to strengthen its bond with riders worldwide. The platform reflects the brand’s ambition to remain relevant in a rapidly evolving market while staying true to its roots. It is a declaration that Harley-Davidson’s future will be built on the same values that have defined it for over a century: freedom, adventure, and the shared joy of the open road.

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The familiar ritual of preparing a glass of pastis—carefully measuring, diluting, and waiting for the cloudy transformation—has long been part of French social life. Now, one of the country’s most iconic drinks is adapting to a faster, more convenience-driven era. Ricard has announced the nationwide launch of its Ricard Bottle 4.5%, a ready-to-drink version of its signature beverage, available across supermarkets and out-of-home venues throughout France starting this April.

The move reflects a significant evolution in how traditional brands are responding to shifting consumer behaviour. As lifestyles become increasingly mobile and informal, the demand for convenience without compromising authenticity has grown sharply. Ricard Bottle 4.5% is designed precisely for this moment—a pre-mixed, ready-to-taste solution that retains the unmistakable flavour profile of the original pastis while eliminating the need for preparation.

For decades, Ricard has been synonymous with the ritual of dilution, a process that is as much about anticipation as it is about taste. By offering a bottled version already calibrated to 4.5% alcohol by volume, the brand is not only simplifying consumption but also redefining the contexts in which its drink can be enjoyed. Whether at picnics, festivals, casual gatherings, or on-the-go occasions, the new format aims to broaden the drink’s appeal beyond its traditional settings.

The launch is described as “massive,” with distribution spanning both retail shelves and out-of-home consumption points, ensuring visibility and accessibility at an unprecedented scale. This dual-channel strategy underscores a growing recognition that modern consumers interact with beverages across multiple environments, from supermarkets to bars, events, and outdoor leisure spaces.

One of the most notable innovations accompanying the launch is the introduction of a tripack format alongside the standard single bottle. This packaging decision is more than a simple marketing variation; it is a calculated response to evolving purchasing habits. Multipack formats have gained popularity for their convenience and value, particularly among younger consumers and groups seeking shared experiences. By offering both individual and tripack options, Ricard is positioning itself to cater to a wider spectrum of consumption patterns.

At the heart of this product lies a careful balancing act between innovation and heritage. The ready-to-drink recipe has been crafted to remain faithful to Ricard’s distinctive taste—a blend of anise, liquorice, and Provençal herbs that has defined the brand for generations. Maintaining this sensory identity is crucial, especially for a product that reinterprets a deeply ingrained cultural ritual.

Industry observers note that the launch aligns with broader trends reshaping the global beverage market. Ready-to-drink (RTD) products have seen significant growth in recent years, driven by convenience, consistent quality, and suitability for informal occasions. From canned cocktails to pre-mixed spirits, the category has expanded rapidly, attracting both new consumers and established brands seeking to remain relevant.

In France, where tradition often holds strong sway, such innovations can be particularly delicate. Yet Ricard’s approach suggests confidence that consumers are ready to embrace a more flexible interpretation of a classic drink. By preserving the flavour while altering the format, the brand is attempting to bridge the gap between heritage and modernity.

The timing of the launch also appears strategic. April marks the onset of warmer weather in many parts of France, a season when outdoor socialising increases and lighter, refreshing beverages come into demand. Positioning the Ricard Bottle 4.5% as a convenient, ready-to-enjoy option during this period could enhance its adoption, especially among younger audiences and tourists seeking an easy introduction to a quintessentially French drink.

Beyond convenience, the product also speaks to a subtle shift in alcohol consumption patterns. Lower-alcohol options, such as the 4.5% formulation, are gaining traction among consumers who prioritise moderation without sacrificing enjoyment. This trend, often linked to health-conscious choices and changing social norms, has prompted many brands to diversify their offerings. Ricard’s new bottle fits squarely within this movement, offering a lighter alternative that still delivers a full flavour experience.

The nationwide rollout represents not just a product launch but a statement of intent. It signals Ricard’s willingness to evolve, to reinterpret its legacy for a new generation, and to meet consumers where they are—whether that is at a supermarket shelf, a music festival, or a spontaneous gathering in the sun.

As the first bottles reach hands across France, the success of this initiative will likely depend on how well it resonates with both loyal drinkers and newcomers. For long-time enthusiasts, the question may be whether convenience can coexist with ritual. For younger consumers, the appeal may lie precisely in the absence of that ritual, replaced by immediacy and ease.

In either case, Ricard Bottle 4.5% represents a notable moment in the ongoing transformation of traditional beverage culture. It is a reminder that even the most established icons must occasionally reinvent themselves, not by abandoning their essence, but by reshaping how it is experienced.

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In a bold departure from conventional branding, FutureBrand São Paulo has unveiled an identity system that turns the vast geography of the Amazon rainforest into a living, breathing typographic language. Rather than imposing a visual identity onto the region, the agency has drawn directly from the land itself, crafting a brand that is as organic, fluid, and interconnected as the rainforest it represents.

The Amazon, home to more than 390 billion trees and supported by one of the world’s longest river systems, spans nine states and sustains over 28 million people. Capturing such immense scale in a traditional logo would be reductive. Instead, the designers sought to translate the region’s complexity into a system rooted in authenticity and place.

Using real geographic coordinates from the Amazon River and its extensive network of tributaries, the team analysed satellite imagery to uncover natural letterforms hidden within the landscape. The outcome is a bespoke alphabet shaped entirely by nature, where each curve and contour mirrors the winding waterways that stretch across 25,000 kilometres of navigable river. The resulting logotype is not merely inspired by the Amazon—it is constructed from it.

What sets this project apart is its evolution beyond a static identity. The typographic system functions as an interactive platform, allowing users to generate their own compositions using the river-based letterforms. This participatory approach transforms the brand into a collaborative tool, inviting artists, communities, and stakeholders to extend and reinterpret its visual language.

Described as “created by people, written by rivers”, the identity operates as more than a design exercise. It establishes a seal for Amazonian products, reinforcing provenance while promoting local economies across the nine states. By embedding cultural and geographical authenticity into every element, the project underscores the value of locally driven, sustainable branding in a globalised market.

In an era where brands often prioritise uniformity, this initiative stands as a compelling example of how design can honour complexity, celebrate place, and foster meaningful engagement. By turning geography into typography, FutureBrand São Paulo has not only reimagined branding but has also created a living system that grows, adapts, and flows—much like the Amazon itself.

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Fruit juice giant Tropicana Brands Group has expanded beyond its traditional offering with the introduction of Hydrate+, a new range designed to tap into the booming functional drinks sector.

The move reflects a significant shift in consumer preferences, as shoppers increasingly seek beverages that provide added health benefits alongside flavour. With hydration now a key focus, Tropicana’s latest innovation aims to bridge the gap between indulgence and functionality by combining its established juice expertise with ingredients that support electrolyte balance.

The Hydrate+ range launches with two chilled variants: Pineapple with Coconut Water and Mango with Coconut Water, both available in 850ml take-home packs priced at £3.50. The brand has also confirmed that smaller 300ml single-serve options will be introduced later in 2026, catering to on-the-go consumption trends.

Each variant blends tropical fruit juices with coconut water, enhanced by magnesium and a mix of vitamins including E, C, B1, B2 and B6. The formulation is designed to support hydration while maintaining the taste profile that consumers associate with the Tropicana name.

According to Liz Ashdown, marketing director at Tropicana, the launch comes at a time when hydration has become a growing priority for consumers. She noted that sales of functional drinks have risen by 31% since 2022, while online searches related to hydration have surged dramatically in recent years.

Ashdown emphasised that despite the increasing interest in functional benefits, taste remains the decisive factor for most consumers. She pointed to Tropicana’s 79 years of experience in fruit blending as a key advantage in delivering a product that satisfies both expectations.

The introduction of Hydrate+ signals a strategic evolution for the brand, positioning it within a highly competitive category that includes sports drinks, vitamin waters and plant-based hydration products. By leveraging its heritage and brand recognition, Tropicana aims to offer a more natural alternative in a market often dominated by heavily processed options.

As the functional beverage segment continues to expand, the success of Hydrate+ will likely depend on its ability to balance health credentials with the flavour consistency that has long defined Tropicana’s appeal.

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ABD Maestro Pvt. Ltd., the super-premium and luxury spirits subsidiary of Allied Blenders & Distillers (ABD), has unveiled Zoya Pink Mix Berries Gin, a small batch-led extension of the celebrated Zoya portfolio. The launch marks another step in the brand’s ambition to redefine the gin experience for discerning consumers in India and beyond.  

Zoya Pink Mix Berries Gin is distinguished by its delicate blush and vibrant flavour profile. Built on a classic juniper base, it is infused with strawberry, cranberry, blackberry, and raspberry, resulting in a spirit that is visually striking and indulgent. The finish is smooth and refreshingly berrilicious, designed to appeal to both seasoned gin enthusiasts and new explorers of the category.  

Crafted in small batches from premium grain neutral spirits, the gin reflects Zoya’s commitment to quality and craftsmanship. Ingredients are meticulously sourced from across the globe to ensure balance and refinement. Its versatility makes it suitable for a range of occasions, from sunlit brunches and relaxed sundowners to intimate evening gatherings, positioning it as a contemporary choice for varied social settings.  

Commenting on the launch, Bikram Basu, Managing Director of ABD Maestro, said, “At ABD Maestro, we view the expansion of the Zoya portfolio as an opportunity to reimagine the gin experience. With Zoya Pink Mix Berries Gin, we have crafted a vibrant expression that balances artisanal botanicals, fabulous choice of berries, with a smooth, indulgent profile.”  

The new release strengthens Zoya’s positioning as a modern gin brand that combines refinement with flavour exploration. It joins the existing portfolio of Watermelon Gin and Espresso Coffee Gin, which already enjoy strong presence in key Indian markets and are expanding into travel retail and international destinations.  

Zoya Pink Mix Berries Gin is currently available in Maharashtra at a price of Rs 2,500, with a phased rollout planned across other major markets in India. With its blend of craftsmanship, innovation, and contemporary appeal, the launch underscores ABD Maestro’s ambition to elevate the premium gin segment and cater to evolving consumer tastes.

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Levi’s Stadium didn’t just appear at the Super Bowl—it dominated the cultural moment. The denim giant leveraged America’s biggest sporting event as more than a media buy, turning it into a platform for a full-scale brand takeover. From the stadium itself to live music performances, exclusive product drops, and immersive in-store activations, Levi’s ensured its presence was felt everywhere.  

The strategy paid off handsomely. Levi Strauss & Co. reported $1.7 billion in revenue, a 14% increase, underscoring how cultural integration can drive commercial success. For Levi’s®, the Super Bowl was not simply about visibility; it was about embedding the brand into the fabric of sport, music, fashion, and lifestyle.  

Chief Executive Officer Michelle Gass captured the essence of the campaign, noting that few brands can authentically operate across such diverse cultural arenas. Levi’s has long been synonymous with American identity, but this activation demonstrated its ability to remain relevant in a fragmented media landscape by uniting audiences through shared cultural experiences.  

The lesson is clear: the Super Bowl is no longer just about advertising slots. It has evolved into a platform where brands can orchestrate cultural dominance. Those winning today are not merely running ads; they are creating ecosystems of engagement that extend far beyond the game itself. Levi’s showed how a heritage brand can reinvent its presence by embracing the full spectrum of contemporary culture, proving that authenticity and innovation remain the ultimate drivers of brand power.  

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