All Marketing knowledge

JCPenney's 'Other September Issue' swaps professional models for real teachers, turning back-to-school fashion into a values-led salute to educators.

Baby formula brand Bobbie has cast Nara Smith — famous for making everything from scratch — in a satirical ad that pushes back on parenting pressure and normalises formula feeding.

Seven in ten brands say partnerships with non-profits change their business for the better, new research reported by Marketing Week finds — as purpose partnerships mature.

Almost two-fifths of B2B marketers say securing investment would be easier if their CEO and CFO understood brand building, new Marketing Week research finds.

Premium Italian lager Menabrea leans into provenance with a cinematic Ark-made film about a gutsy smuggler moving contraband beer through the Alps.

Creative agency Bicycle London is opening a Manchester arm, joining a wave of London shops planting flags in the UK's regional creative hubs.

McCann has named a new London managing director and a head of its Bristol agency, refreshing UK leadership across its central offices as the network invests in regional strength.

Columbia Sportswear's 'F££T FUND', via adam&eve/TBWA, pays hikers cash rewards for photos of their feet — a cheeky, product-first stunt built for shareability.

Virgin Media O2 marketer Rachel Swift is leaving as the telecoms group reshapes its marketing function — the latest sign of churn at the top of UK marketing teams.

Saatchi & Saatchi has landed the creative account for Heineken's fast-growing Spanish lager Cruzcampo after a competitive pitch — a marquee drinks win as the Publicis agency rebuilds momentum.

Germany's largest direct insurer HUK24 has unveiled a 'clearer, more modern, more confident' brand relaunch by agency wirDesign, tightening the visual system behind its 'digital, simple, cheaper' promise.

AKQA's social-first Google Pixel 11 Pro campaign casts footballer Jamal Musiala in a serene 'Garden Theory' world — high-fashion calm over spec-sheet bragging, with a Highsnobiety tie-up.

Bahlsen's Leibniz brand has launched a new 'snack for on-the-go' campaign built by a fresh German-Polish creative team — notably without its long-standing lead agency Jung von Matt.

Spend-management fintech Pleo has launched a pan-European brand campaign, 'For the craft of finance,' via Scholz & Friends — a rare piece of B2B work that celebrates finance professionals rather than replacing them.

German insurer Provinzial and agency 27KM are repositioning the brand's 30-year-old yellow guardian angel from a symbol of protection to one of encouragement, across five emotional stories.

A new BBDO Paris film for Volkswagen France contrasts our obsessive self-care routines with neglected cars to sell a fixed-price maintenance contract — humour with a hard commercial job.

French menswear brand Celio and agency Fantasmagorie installed a giant, motion-reactive handbag on Place de la Bastille for 24 hours to launch a linen shirt line — and turned it into 3.6 million views.

Kalshi, Polymarket and rivals have unleashed a celebrity-packed advertising blitz for the NFL season — active ads more than doubled in five weeks as prediction markets spend to look mainstream.

Newly independent R/GA has hired 15-year Google veteran Sadie Thoma into a brand-new global chief business officer role to commercialise its AI-and-creativity offer.

After 18 years building Global's commercial engine, chief commercial officer Mike Gordon will step down in 2027, moving to an advisory role as CEO Simon Pitts plots the next chapter.