All Marketing knowledge

France's leading supplementary-pension group has made an unashamedly emotional brand film with Havas Paris — turning a dry, easy-to-defer category into something worth feeling, and worth acting on.

One of the UK's largest wealth managers has hired Isobel for a TV campaign — a sign that advice brands are turning to mass-reach brand-building to rebuild trust and win the next generation of clients.

HSBC's new UK campaign, made with VML, celebrates small business owners rather than the bank's products — a smart play for the loyalty of the 5.5 million firms that make up almost all of Britain's economy.

Tyre marketing rarely troubles the culture. Hankook's returning 'Hank' character — now retired and outdoors — is a masterclass in treating a creative device as a long-term asset.

Brand sympathy is up 37%, yet Penny's 2025 sales grew just 0.7% — the slowest of Germany's discounters. Marketing chief Jan Flemming on the lag between love and the till.

Three high-impact actions every small business owner should take right now, from Merx Marketing — simple, proven moves that drive growth without a big budget.

Ten years after its 2016 viral frenzy, Ritter Sport is reviving its Einhorn (unicorn) chocolate for 1 November 2026 with a deliberate shift away from influencer hype toward retail sales volume.

ING Deutschland has added Saint Elmo's and RCKT to its agency roster for a new retirement-savings platform built around comedy and fronted by comedian Aurel Mertz.

The Federal Court of Justice has ruled that DIY chain Obi cannot claim trademark protection for its signature orange, calling the colour a generic signal for hardware stores rather than one brand.

French streaming service TF1+ has unveiled a new brand territory, 'le streaming qui fait du bien' (streaming that feels good), created by Artefact 3000 and inverting everyday hassles into on-screen pleasures.

Cupra co-produced 'Premier Virage', a rap project with eight artists from Netflix's 'Nouvelle École' season five, to promote its all-electric Cupra Raval under a 'University of the Streets' platform.

Staples has introduced a 'Hard Button' as a comedic counterpart to its iconic Easy Button, anchoring a bigger push to reposition itself as an enterprise B2B services provider.

Applebee's has expanded a single viral burger into a full 'O-M-Cheese' menu platform, adding the O-M-Cheese-adilla Burger after the original became its most-ordered burger.

Lowe's has added Lowes.com and its Marketplace to CMO Jen Wilson's portfolio, folding e-commerce into a role already spanning marketing, retail media, loyalty and personalization.

Coach's fall campaign fuses a music-led Spotify integration, a roving live-performance bus tour and Elle Fanning to chase Gen Z, backed by a roughly 20% increase in marketing spend.

Sonos has launched the largest brand repositioning in its history, 'Love the Sound. Feel the System.', recasting itself as an end-to-end sound system to rebuild trust after its 2024 app debacle.

The Financial Times and New Commercial Arts have launched 'The Pink Room', a social-first campaign spotlighting FT journalists to make the case for trusted human journalism in an AI age.

Tesco fashion brand F&F and BBH London have launched 'Whatever You're Dealt', a tarot-inspired autumn campaign built around a custom 78-card deck and a Piccadilly Lights takeover.

Cadbury and Ogilvy are launching limited-edition Twirl Golden Dipped with a one-day jeweller takeover in Hatton Garden — and a real 18-carat gold-plated Twirl hidden among the free samples.

Luxury and lifestyle communications group The Independents has acquired international production studio Smuggler, adding one of advertising's best-known film shops to a collective of 24 businesses.