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Past 50 million monthly users, Strava is reaching for walkers, strength-trainers and Gen Z without alienating its hardcore base — a masterclass in widening a brand without diluting it.

TL;DR: TikTok Shop merges discovery and checkout into a single scroll, letting people buy without leaving the app — a powerful channel for the right products, but one that rewards native content and punishes hard-sell advertising. Everything starts on TikTok. What TikTok Shop actually is TikTok Shop turns the app into a storefront: products appear in videos, live streams and a dedicated shop tab, and customers check out without ever leaving the feed. It compresses the old jou

TL;DR: Short-form vertical video is the most effective organic format most businesses have — but Instagram Reels, TikTok and YouTube Shorts reward different content, so the smart move is to pick one home platform and repurpose, not post everywhere equally. They look the same — they aren't All three serve nine-by-sixteen video on an algorithmic feed, which fools brands into treating them as one channel. In practice each rewards a different instinct. TikTok favours native, cult

TL;DR: User-generated content (UGC) — the reviews, photos and videos your customers create — is the most trusted and most affordable marketing asset a small business owns, because people believe other people far more than they believe brands. Why UGC works when ads don't Shoppers have learned to tune out advertising, but they still trust each other. Decades of consumer research point the same way: recommendations from real people consistently beat brand messaging on believabi

Gap Inc.'s Banana Republic has launched a TikTok content series called 'The Agency' — a styling-led format designed to make the heritage label feel relevant to a new generation.

Mars Wrigley's Extra used a song on Spotify, built on Culture Next insight, to reconnect with Gen Z in Germany. Why audio and culture beat the hard sell.

French marketers enter 2026 cautiously: many are confident but few plan budget rises, and streaming is the favoured bet. What the caution means for brands.

Domino's is teaming with Minecraft to push its personal pizza through gaming - collectible boxes, in-game items and creator content. Why gaming is a retail channel.

A Havas Prosumer report finds German Gen Z broadly open to brands in gaming, but on strict terms: add genuine value and reward performance rather than push merchandise, and expect tighter rules ahead.

Gymshark named Megan Thee Stallion its first celebrity ambassador around 21 October with a 22 October drop, breaking a playbook built on micro-influencers to chase mainstream reach.

Pringles' 13 October Halloween stunt invites fans to sign a Last Will and Taste-Ament to be buried in a can-shaped urn, with a 200-year supply of Pringles for the winner.

DoorDash launches its first-ever on-demand apparel partnership with Skims via a 13 October ad in which Kim Kardashian solves a last-minute wardrobe emergency with a single tap.

McDonald's UK and Leo UK have reimagined six signature dips as a limited Halloween face-paint range, a shareable stunt that mines the brand's most recognisable assets for cultural attention.

In-feed buying was a novelty a year ago. The latest Colissimo data shows it is becoming a habit, led by the young.

Snap gathered luxury brands in Paris to make a counterintuitive case: the people around you shape a purchase more than the feed does.

Absolut didn't book a one-off ad with Charli XCX. It signed a two-year partnership — a bet on sustained cultural relevance over a single viral hit.

Facing cheaper private labels, the tea brand bets on mental-health positioning, a creator-fronted range and a 'Tea, Talk & Selfcare' podcast.

The insurer's social-first film casts its new ambassador in an action parody that openly mocks the used-car ads he has fronted since 2023.

Fenty Beauty tapped creator Lyas and his live 'Watch Party' format to launch a product around Paris Fashion Week — a smart lesson in borrowing a cultural moment you don't own.

Free People gave musician Willow genuine creative control in a new tie-up it calls 'cultural co-authorship' — a bet that giving up control is the price of credibility with young audiences.