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Toblerone's new Diamond Truffles with Lotus Biscoff earned a 5.8-star System1 innovation score — the top 5% of 60,000 ideas tested — and its launch ad hit 5.6 stars. A masterclass in 'Fluent Innovation'.

New Brand Champions research finds 52% of community pharmacies don't know where to begin with local marketing — a bigger obstacle than time or money, just as independent prescribing is about to expand their role.

The Berlin neobroker reached around 8 million users and a €12.5bn valuation by making investing feel effortless — and is now betting its brand on the least glamorous mission in finance: closing Europe's pension gap.

Air Up convinced millions that plain water can taste of cola or peach using nothing but scent — a genuinely novel product that it turned into a viral, creator-fuelled global brand out of Munich.

In an industry that spends fortunes on athletes and ad campaigns, Veja spends almost nothing — and became a cult global sneaker brand anyway. Its 'no ads' model is a provocation every marketer should sit with.

France's most valuable startup turned refurbished electronics from an embarrassing compromise into a smart, status-worthy choice — and just turned profitable. It's a masterclass in de-stigmatising a whole category through marketing.

Four friends, a Shark Tank deal and a lot of toilet humour turned a joke product into a serious challenger with ambitions to replace toilet paper. Dude Wipes proves personality can be a genuine competitive moat.

Olipop didn't invent prebiotic soda — it out-marketed everyone in it, reaching a $1.85bn valuation by selling nostalgia and gut health in the same can. It's the clearest proof that in functional drinks, the story is the product.

Born from a design school project and propelled by an Earthshot Prize, Notpla turns seaweed into packaging that vanishes. With £20m in funding, it's betting that 'actually disappears' beats 'technically recyclable'.

Most big brewers bolted an alcohol-free line onto an existing portfolio. Lucky Saint did the opposite — building a premium brand that sells only alcohol-free beer, and riding the moderation wave to record category funding.

Mercedes went all-in as Gamescom's main partner. The skilled trades built a Fortnite world to recruit Gen Z. Agencies are buying gaming expertise. In Europe's biggest games market, brands are finally treating play as prime time.

German consumers trust advertisers and influencers less than politicians, and most still don't trust AI even as marketers pour money into it. In a low-trust market, trust itself becomes the growth strategy.

Germany's discounters are fighting an unusually public marketing war — over apps, freshness and price credibility. Beneath the theatrics is the clearest masterclass going in how to market value without looking cheap.

France already has one of the world's toughest influencer laws, rising transparency enforcement and creator fees up 30% in a year. For brands everywhere, it's a preview of where creator marketing regulation is heading next.

France is turning digital sovereignty into a brand position — mapping home-grown adtech, pushing 'sovereign' marketing IDs and warning about dependence on US platforms. For European marketers, independence is becoming a value proposition.

After a decade of near-unbroken expansion, the great French maisons are facing slower growth. The way they market — more storytelling, more craft, less logo volume — is shifting in response, with lessons for brands far below the luxury tier.

From January 2027, ITV will require subtitles on every TV ad. Treat it as a compliance headache and you'll miss the point: designing for sound-off and inclusion is where the next audience — and better creative — actually lives.

McVitie's, Hovis and Guinness are all leaning hard into Britishness. In an anxious, fragmented market it's a smart play — but national-identity branding is a tightrope, and plenty fall off it.

No CMO sits on a single FTSE 100 board, and three in four UK business leaders think marketers overstate their impact. That credibility gap is quietly costing British brands their long-term growth — and it is fixable.

Roughly one in eight US adults has tried a GLP-1 drug, and Bain estimates billions have already been trimmed from grocery and fast-food bills. For food, drink and retail brands, this is the demand shock of the decade.