Elke Karskens
Head Of International Marketing · Marketing Head
In their own words
Emotion is everything.
The challenge isn’t awareness – it’s moving beyond it.
Whether that's learning something new, reaching a fitness milestone or unlocking creativity, we want to show how it can help you do more of what matters to you.
Articles & interviews
- "Could Claude or ChatGPT Become the Next Tech Giant Like Apple?"
Liz Gorny’s opinion piece explores how Anthropic and OpenAI are using major advertising campaigns to position their chatbots, Claude and ChatGPT, as culturally resonant brands akin to Apple. The article compares the creative strategies behind the campaigns by Mother and Isle of Any, highlighting their emotional storytelling, human-centred tone, and visual warmth. It also discusses the broader race among AI companies to balance speed, trust, and cultural connection in their branding.
- OpenAI Launches First Major ChatGPT Campaign, Ushers in New Era
OpenAI has launched its first major brand campaign for ChatGPT, focusing on human stories that show AI as a quiet helper in daily life. Shot on 35mm film by director Miles Jay, the campaign combines analogue warmth with modern technology, featuring photography by Samuel Bradley and styling by Heidi Bivens. Developed in-house with Isle of Any and produced by SMUGGLER, the campaign spans TV, streaming, and outdoor placements across the US, UK, and Ireland.