All Marketing knowledge

Ikea and thjnk's 'Gemacht fürs Leben' dramatises durability by following one wardrobe across life stages — a lesson in making an abstract benefit felt, and selling sustainability through emotion.

Club Med and BETC have launched a global 'The Art of Free Time' platform, reframing luxury around time rather than opulence — a textbook challenger move.

BoursoBank's new Buzzman campaign dramatises the breadth of its offer through the passage of time — and leans into word-of-mouth, the force that really sells banks.

CCMO Mutuelle marked its 80th anniversary with a Youmeno campaign starring eight of its own staff — authenticity that a member-owned insurer's national rivals can't buy.

Audemars Piguet and Bonjour Paris built a campaign that deliberately rejects AI and 3D in favour of physical sets and real cameras — proof that for craft brands, the medium must match the message.

Direct Assurance has launched its first-ever brand film via Artefact 3000 to trade up from a low-cost image — and it earned the reposition with an 11-point jump in post-claim satisfaction.

Arla Foods UK has unveiled 'Feed Life', a long-term masterbrand platform uniting Cravendale, Arla Protein and Skyr, launching with a Droga5 breakfast campaign — a bet that the whole is worth more than the sub-brands.

Whiskas has launched a cheeky earned-media stunt urging Channel 4 to rename '8 Out of 10 Cats', backed by a Battersea donation of up to £20,000 — a masterclass in stunts rooted in a real brand truth.

Popeyes has rolled out 'THAT Chicken from Popeyes', its first major platform from agency GUT — a lesson in winning a crowded category through ownable specifics.

Unilever's Axe has relaunched three early-2000s fragrances with a social-first campaign that turns grown men back into their teenage selves — and the tagline is the masterstroke.

Neiman Marcus has launched 'Signature Style', its first major seasonal campaign under new parent Exemplar Luxury Group — a bet on human styling as the moat a marketplace can't copy.

Thomas' has enlisted Cecily Strong for a 21-day 'Join the Morning People' breakfast challenge — proof that participation compounds where impressions evaporate.

The Campbell's Company is cutting 13% of salaried staff and reprioritising marketing behind core brands — and that's exactly the opening challengers wait for.

Calvin Klein has made Sadie Sink the face of the second chapter of its Fall 2026 'Feel the Fit' denim campaign — and the serialised format is the real strategy.

A quarterly read on which brands are actually cutting through emotionally in Germany — and how the 2026 World Cup reshaped brand attention.

A tangible marker of the squeeze on German creative agencies — a rescue-by-acquisition that keeps the Häppy brand alive under a bigger roof.

A deliberate identity stretch by Germany's No. 3 telco — and the flagship output of its Publicis/Leo lead-agency era.

A telling repositioning as pure-play influencer shops move up the value chain into fuller-service models — a barometer of the French influence market.

A fresh French agency win for a challenger FMCG brand — notable because it goes to an independent, B-Corp-certified shop rather than a network.

A blue-chip French sports-celebrity endorsement in the fast-consolidating budget-gym sector — timely amid renewed post-Olympics fitness demand.