In partnership with
BT Group's value brand Plusnet has a new platform, 'Massive Value. Massive Plus', and a new face: Plusso, a pink, fluffy plus sign. The Exchange, Plusnet's in-house agency, made it with a Publicis Groupe UK team led by MSL UK, with Saatchi & Saatchi London, for a social-only media plan.
Craft and AI made the character and a reusable production setup, so Plusnet can make content per platform and react to cultural moments faster.
Where AI sat: By combining traditional production craft with emerging AI technology, the team has created a distinctive character and a flexible production framework that can evolve alongside the brand. — LBB
Our bold, larger-than-life brand ambassador, Plusso, brings that promise to life in a fun, distinctive and unmistakably Plusnet way.
Today in Creative AI
Runway's changelog says Runway Ads is now included with every paid plan, as of October 27. It reads a brand's best performers on Meta, Google and TikTok, generates on-brand variants for every placement, and publishes the ones a person approves.
Runway introduced the tool in September, Adweek reported; what changed is who gets it. Whether the variants win is Runway's claim to prove.
Today’s Sponsor:
It's time to set up your holiday streaming campaign
Are you ready to reach holiday shoppers on CTV? For many streamers, the season is already underway.
Last year, according to Roku internal data, holiday content searches on Roku saw an 86% increase during October. And in November, those searches rise an average of 39% weekly. This surging holiday spirit is mirrored by consumer activity, as about half of Roku streamers shopped Black Friday and Cyber Monday deals in 2025.
Meeting those shoppers is easier than you might think. Begin with the seasonal outcome you hope to drive: awareness, online sales, leads, store visits, or another measurable goal. From there, define your audience, upload your creative, set the budget and campaign dates, and establish measurement before launching. You can even create a shoppable ad unit that lets streamers buy with a click of their remote.
Our holiday playbook offers a month-by-month guide to reaching shoppers during this all-important time of year.
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The Read
Plusnet built a character and a system to keep making him. Runway Ads starts from the other end: what already performs, remade for every placement.
The brief was hard: a value brand in a market competing on price. A memorable mascot is the right answer, and his sameness from post to post is the job.
For brands: Ask your agency for the production system along with the launch. Plusnet's setup was designed so no campaign starts from scratch.
For agencies: Lock the character before you scale variants. A pink plus sign that drifts between posts stops being a brand.
Make this
Keep one character the same in every shot, the problem every mascot meets. The steps are from Runway's help page on Gen-4 Image References.
In Runway, open Tool mode, choose the Image tab and switch on References.
Drop in a clean image of your character in natural, even light, and tag it with a name.
Call the tag in new prompts, with up to three references at once.
Hover over the image you like and click the camera icon to animate it in Runway's video model.
Copy this: @mascot waving from a market stall at night, warm string lights, medium shot, shallow depth of field
What to expect: Runway says References is at its best on characters from a single image. Even, natural light and a neutral expression give it the most room; describe the shoes or trousers when you need a full-body shot.
Tool Review → Peec AI
Peec AI tracks how often your brand appears in answers from ChatGPT, Google's AI Mode and AI Overviews, Copilot, Gemini and Naver AI. Starter is €85 a month for 50 tracked prompts on three engines, Pro €205 for 150.
A brand launching a new platform, as Plusnet just did, can watch whether AI answers pick up its message. Read it as a trend over months, not a weekly rank.
Worth it if AI answers shape buying in your category. Skip it if you cannot name the prompts worth tracking.
AI-Ready Ads is part of the AI-Ready network. If you are less like a creative, more like a marketer, follow our sister-publication, AI-Ready CMO.
