All Marketing knowledge

Primark has launched a dedicated activewear sub-brand, Primark Form, backed by a VCCP campaign that mocks the po-faced conventions of premium sportswear advertising at a £10 price point.

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.

Aldi and Buzzman reworked 'spot the difference' to attack the assumption that own-label means worse — letting shoppers reach the conclusion themselves.

Argos has recast mascots Connie and Trevor as mafia bosses in a new T&P campaign to shake off the 'just toys' perception — a smart lesson in making distinctive assets do commercial work.

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.

A fresh international launch account on German soil — a challenger-brand story in a QSR market dominated by McDonald's and Burger King.

YouTube turns German creator content into a measurable performance-retail channel overnight — pulling influencer budgets toward bottom-of-funnel commerce.

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

M&S continues its fashion-credibility resurgence with aspirational star casting and stylised film — part of the retailer's ongoing brand turnaround.

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

Aldi's playbook again: turn a product drop into a cultural moment. A Barbie-pink store and an own-brand doll designed to earn far more attention than they cost.

John Lewis moves from one big Christmas ad to always-on, social-native entertainment with a new vodcast and content studio. A signal of where brand content is heading.

Otto Group fashion brand bonprix expanded its partner-commerce strategy by selling apparel through shoe retailer Deichmann's online marketplace — its second external channel.

An OWM member survey found 88% of German companies rate retail media 'important', but advertisers are pushing for shared standards, better ROAS measurement and pricing transparency.

France's rentrée 2026 splits between value and premium: Back Market, Primark, Le Bon Marché, Petit Bateau and Hatier show how brands are positioning for back-to-school.

Target's newly relaunched beauty assortment of ~40 new brands includes just two Black-owned brands, reigniting criticism after its earlier DEI rollback.

Mall giant Simon Property Group is pitching advertisers on first-party location and foot-traffic data from its properties, reframing 'retail media' to include the mall itself.

Ace Hardware's RedVest Media added weather-triggered programmatic ads — auto-serving generator or fan promos when local forecasts spike — plus DoorDash, influencer and measurement tools.

Dr. Squatch and creator IShowSpeed kicked off a nine-week, $1 million gamified scavenger hunt across the US, UK, Canada and Australia, with QR codes at 4,000+ retail partners.

Greggs is recruiting a dedicated Head of Data & AI to move from experiments to production-ready 'agentic' AI, building on machine-learning work across supply chain and loyalty.