Cas d’Or 2026: bright wins two prizes with Furlan Marri

This is the second year running that bright has been honoured at the Cas d’Or. In 2025 we came away with three distinctions: the Cas d’Or for Performance Marketing with Everlife, the Cas d’Or for Performance Optimization with Neho, and the Grand Cas d’Or, which named Neho x bright project of the year. Very different brands, one and the same method: growing the profit, not only the revenue.

A drop brand facing the challenge of continuity

In the space of a few years, Furlan Marri has become one of the new faces of independent watchmaking. Its recipe is singular: limited editions sold out within hours, a neo-vintage design of great finesse and an artisanal storytelling that appeals to collectors and young enthusiasts alike.

That drop mechanic is formidable at creating desire. It has one limit all the same: it concentrates most of the revenue on two or three peaks a year. When Furlan Marri came to us in 2022, the ambition was clear. Find the balance between rarity and continuity, and turn a succession of one-off successes into lasting growth, without ever altering the aura of the brand.

From exploration to structure

It all began modestly, with a few hundred francs a month. Between 2022 and 2023 we tested the traction across several channels (Meta, Google Search, Shopping, Performance Max, TikTok, Snapchat), several markets (Europe, the Middle East, North America) and several message angles. The signals were good, the potential obvious.

In 2024 we structured the model. Meta Ads became the engine of performance, Google Ads protected the brand, the CRM and the follower campaigns kept the community alive between two launches. Over the year, the brand’s Instagram account grew by nearly 56%, from 49,000 to 75,000 followers, before passing the 100,000 mark in early 2025. The digital model was profitable from then on.

Scaling without burning our wings

In mid-2025 a new challenge appeared: scaling that profitability. Invest more, sell more, but without diluting the marginal return. Every additional franc has to bring back as much, if not more.

Furlan Marri’s budgets are entirely variable. That freedom carries a demanding responsibility: finding the optimal level of investment, continuously. Under-investing costs as much as over-investing. Our rule is therefore simple to state and hard to hold: we invest for as long as the marginal profit stays positive.

Steering by margin, not by volume

To get there, we set aside the classic advertising indicators (CPA, platform ROAS) in favour of a complete financial reading. The marginal contribution after production cost, logistics and marketing spend became our compass. Every scaling decision rests on the real profit generated by a campaign, not on its revenue.

On Meta Ads, which concentrates around 80% of the investment, the account is organised in three families. The Test campaigns try out new visuals and new angles on the key markets, without weighing on profitability. The Best campaigns put the strongest creatives in competition worldwide, so that only what has proved itself is scaled. The follower campaigns, finally, feed the community and the CRM that will carry the next drop.

Above the platforms, overall performance is followed by the MER (Marketing Efficiency Ratio), which relates the brand’s total revenue to the whole of its marketing spend, and by a consolidated figure in Triple Whale, which brings together e-commerce, advertising and logistics. That unified view makes it possible to adjust budgets in real time, and to make digital no longer a simple acquisition channel but a genuine financial engine for the brand.

Results that prove profitability at scale

From January to October 2025, compared with the same period in 2024, advertising investment rose by 29%. Revenue grew by 78%, profit by 101%, and the ROAS went from 4.47 to 6.17. Furlan Marri doubled its profit in a year while gaining in efficiency.

In 2026 the dynamic accelerated: +62% investment, +130% revenue and +137% profit. And this while the Middle East, one of the brand’s largest markets, had to be paused for much of the year because of the geopolitical context.

Where most brands watch their return erode as budgets rise, Furlan Marri shows the opposite. The growth of 2025 was not a peak, it is a trajectory.

What the client says

“bright is an excellent agency that helps us look at our business calmly. And it has done so for several years now. From our earliest days, they knew how to take our budget into account and manage it effectively.”

Andrea Furlan — co-founder and Lead Designer of Furlan Marri

Thank you

These two prizes belong first to Andrea Furlan and to the whole Furlan Marri team, who have trusted us since day one. They also reward the rigour of the bright team that steers this account day to day: Chloé Condevaux, Digital Marketing Specialist; Andréa Schollhammer Escribano, Head of performance; and Damien Magnenat, Head of CX & Attribution.

Thank you finally to Pascal Gayat, to the jury and to everyone behind the Cas d’Or du Digital for a fine evening. And thank you to table 4 for a lovely moment of camaraderie: Laetitia Dulguerov, Sawsane Bensalah-Vieljeux, Laurie Lesavre and the friends from Ringier Advertising.

Making growth a science rather than a risk: that is exactly what we want to build with each of our clients.