All Marketing knowledge

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.

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.

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.

In a few short months, Lowe's, Target, Kohl's and Hilton have all redrawn the top marketing job. The 'Chief Marketing Officer' is being absorbed into something broader — and marketers should plan for it now.

Attack ads, side-by-side price claims, cheeky call-outs — comparative advertising is one of marketing's sharpest tools and one of its most dangerous. Here's the framework for using it well.

From January 2027, France bans advertising for ultra-fast fashion — including influencer promotion — with fines up to €100,000 per breach. It's the clearest signal yet of where brand regulation is heading.

Kaufland's new price campaign, fronted by TV presenter Laura Wontorra, takes direct aim at Aldi, Penny and the discounters. It's a textbook example of comparative advertising — and a risky one.

Deutsche Bahn's new brand identity, built around railway sleepers and 'the makers', is rolling out across the country. Early research suggests young Germans like the design more than they trust the trains.

Clorox CMO Eric Schwartz says the big, predictable brand campaign is dead. In its place: 'systems of relevance' that react in hours, not quarters — and the early numbers are startling.

The influencer agency group just made its first-ever acquisition — and it points squarely at where creator marketing grows next: B2B.

From Bill Murray busting ghosts for an EV maker to Kim Kardashian plugging burritos, 2026 became the year brands re-hired the A-list. There's a strategy behind the star power.

TL;DR: Email marketing is the highest-return channel most small businesses still underuse — and the only audience you truly own. The winning formula is simple: build a permission-based list that meets the UK's PECR rules, send a deliberate mix of welcome, value and promotional emails people actually want, earn your place in the inbox, and judge success by clicks and revenue rather than opens. No algorithm can take your list away. Why email still beats almost everything Every