All Marketing knowledge

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.

Craig Inglis — the marketer behind John Lewis's famous Christmas ads — has been named group chief customer officer at Teal Group, owner of toy retailer The Entertainer.

The ASA banned a Sports Direct 'up to 50% off' Puma ad over an inflated £45 RRP — and Frasers Group is publicly branding the watchdog 'fundamentally flawed'.

German challenger Ahead is using community and creators to push its lower-sugar sweets out of D2C and into the mainstream confectionery aisle — a playbook for scaling into retail.

Germany's dm has taken its online pharmacy dm-med to national TV for the first time, with a campaign built around ordering drugstore and pharmacy items together in one basket.

Chanel is extending Coco Mademoiselle from one of the world's best-known fragrances into a full makeup collection — a textbook brand-extension move.