All Marketing knowledge

Modelo has raised its college football media investment 18% for a 'Tradition' campaign — but the school-specific packaging, not the ad spend, is the real move.

A top auto spender leans into the NFL's grassroots flag-football growth story rather than just game-day spots — a sponsorship-plus-purpose play.

Oatly trend-jacks the matcha boom with an immersive, influencer-ready Shoreditch pop-up — a template for FMCG brands using experiential to launch products.

Specsavers' 'The Testlist' rewards over-50s who complete a free hearing screener with a Groove Armada guestlist — a sharp piece of health marketing aimed at Britain's original ravers.

Sir John Hegarty will open Marketing Week's 12th Festival of Marketing on 14 October 2026 at The Brewery, London, with a keynote on using creativity to drive growth.

ING Deutschland signed a 10-year extension as main sponsor of the German Basketball Federation, running through at least 2036 and covering all national teams.

France's biggest classifieds platform, Leboncoin, is launching its first-ever TEDx, 'Habiter le monde qui vient', in Paris on 30 September — a brand-purpose play beyond transactional listings.

Around the 2026 US Open, non-sponsor brands like Evian, Sephora, eos and Lavazza blanketed New York with off-site activations — extending a tentpole moment into the city itself.

American Express and Sky Media built a three-week, social-first campaign around ex-F1 boss Guenther Steiner running a food stall to spotlight Amex Business Cards.

The 2026 Media Week Awards shortlist is out ahead of the 15 October ceremony — a snapshot of the UK media work the industry rates most highly, and a useful read on where media thinking is heading.

Chinese carmaker Omoda has become the first automotive partner of Valorant Esports EMEA, using the VCT Barcelona finals to debut its Omoda 4 before the car even goes on sale.

Paris FC has unveiled its first-ever sonic identity, created by Sixième Son and inspired by 'Sous le ciel de Paris'.

Chery has launched its new Lepas SUV/EV marque in the UK with an immersive brand experience by agency Avantgarde, ahead of a European rollout.

World Cup winner Mario Götze fronts a national TV campaign for Germany's next generation of elite athletes, timed to the 2026/27 Bundesliga kick-off.

Mercedes-Benz headlines GameStar's 'FYNG City' at Gamescom 2026 — the only major carmaker on the floor — with the largest trade-show presence in its German unit's history.

Cupra premiered its electric Raval in Berlin with a surprise Kim Petras 'secret gig', treating the car launch as a street-culture event rather than a conventional reveal.

Car brand Cupra and fragrance house Rabanne are sponsoring season 5 of Netflix's French rap show 'Nouvelle École' with bespoke activations — a first for the format.

Talk-and-sport station RMC revealed its 2026-27 schedule, keeping its blend of hard news, opinion-talk and wall-to-wall sport — the tentpole slots agencies buy for autumn.

TF1 group calibrated its 2026-27 TF1 and LCI schedules around the run-up to France's 2027 presidential election, anchoring its autumn ad inventory in news and debate.

France's cécifoot team won the Euros and France Télévisions turned it into an audience hit — 3.8m for the final, 9m cumulative and 30m+ social video views.