All Marketing knowledge

Marvel's Wolverine landed exclusively on PS5 — and PlayStation met the moment with a London installation. Inside the playbook of turning a game launch into a cultural event.

A Christmas market inside a September music festival? Kaufland's 'Winter Wonderland' turns 'far too early' into a shareable moment — and a young crowd into next year's shoppers.

Immowelt and agency KNSK Berlin sent a floating old-building façade down the Spree to spotlight Berlin's housing crisis days before the city's state election.

In an overnight guerrilla stunt at Munich's Stachus, insurer Die Bayerische projected 'Bist du beraten?' over neobroker Scalable Capital's pension-depot ad, arguing retirement planning needs more than an app.

At its 57th edition, France's Club des Directeurs Artistiques awarded its inaugural Grand Prix to 'Le Mal-Aimé', created by Romance for Intermarché.

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.

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.

Franco-Swiss land artist Saype has created a giant biodegradable fresco in the Alps to promote the theatrical release of the film 'Heart of the Beast' — experiential marketing at landscape scale.

Fox Sports is bringing back its original animated characters, including Cleatus the robot, for the first time in its NFL promos, anchoring a star-studded campaign with Tom Brady and Michael Strahan.

Greene King has created 'The Beer Tapestry', a pub-based experiential stunt timed to the Bayeux Tapestry's arrival in the UK, turning a cultural moment into brand storytelling.

Germany's TV awards honoured Lanz, Raab and Wontorra. Why premium, award-winning TV still assembles the large, engaged audiences advertisers should pay for.

Chloé took over a Marais café for a day to launch a fragrance. Why the modern pop-up is a content engine designed for shareability, not just footfall.

Plenitude picked Hopscotch to activate its arena naming over three years - a reminder that stadium naming rights are only the entry ticket, not the campaign.

Cadbury made just five crystal clutches for NYFW - a lesson in how scarcity plus cultural context earns outsized attention when it serves a real brand story.

The owner of Le Télégramme has renamed its parent group Advenn, signalling a broader diversified-media ambition rooted in its Brittany heritage.

CB News has named Groupe Figaro its 2026 media group of the year, with M6's David Larramendy taking the 'media personality' prize.

Hyundai's in-house agency Innocean Europe will lead the European activation of the carmaker's UEFA Champions League sponsorship, covering strategy, creative, social and match-day activity.

The last edition of France's flagship charity streaming marathon, ZEvent, raised a record €32.9m in Montpellier, with more than 80 on-site streamers and around 200 remote creators taking part.

The City of Paris has awarded the Marathon de Paris concession to the Cadence Running United consortium, which groups Havas Events with sports agencies Keneo and OSE, ending ASO's long tenure.

DMAX has anchored its autumn campaign with giant real-life installations — including a 6.35-metre working lighthouse — in German cities: an unscrollable physical stunt built to be shared.