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Prenetics-owned wellness brand IM8 has signed actress Lily Collins as global ambassador and equity-holding partner — extending the shift from paid endorsements to shareholder deals.

From 24 August 2026 YouTube counts 'public views' from the first frame with no minimum watch time, inflating headline numbers 20–30%, while earnings stay tied to stricter 'engaged views'.

Liquid Death and Jason Kelce's Garage Beer launched a satirical 'We Want Your Pee' campaign urging Americans to save urine to 'cool' AI data centers — a culture-jack built for earned media.

Brown-Forman has expanded its remit with UK social and creator agency TSA, adding Gin Mare and Chambord as advertisers route premium-brand budgets to specialists.

Men's deodorant brand Rock Face launched its first multichannel campaign urging festival-goers to skip the shower queues, plugging a new 72-hour antiperspirant.

Three UK has retired "Life Needs A Big Network" for "Let Fun In," a culture-first platform fronted by a viral inflatable-chicken figure skater — a bet that entertainment now sells telecoms.

UK-based founder Rita Kastrati has grown Pioneering People — the gig-work platform that pays workers overnight — to 11,000+ users in 20+ cities and 150+ businesses, entirely organically. A masterclass in founder-led, zero-budget growth marketing.

URBN-owned rental brand Nuuly has replaced the traditional fall commercial with a 12-episode branded microdrama — a bold bet that social-first storytelling can now carry the full weight of a seasonal campaign.

German agency Kirmes has launched a talent-representation arm, ‘You Get The Sundae’, matching brands with creators by cultural fit — a move to capture influencer budgets in-house.

The NFL and 72andSunny’s ‘The Season Is Your Stage’ builds its season-launch campaign around players’ touchdown celebrations — designed for social virality first.

The Vine-inspired app diVine has opened to the public with Taco Bell as its first brand partner — banning AI content and personalized ads in a pointed bet on nostalgia.

Health Equals’ new ‘Shelf Life’ campaign by 23red dramatises the UK’s life-expectancy gap using supermarket-style price tags — cause-led creative built on retail visual language.

Paddy Power has launched ‘Why The Football Not?’, a new BBH London brand platform starring Danny Dyer and Peter Crouch, timed to the new football season.

YouTube reaches 94% of UK adults. Here's how small businesses can advertise on it — the ad formats, real costs, campaign types and a simple step-by-step setup.

French creator Léna Situations swapped long-time partner Adidas for ASICS in the final season of her ‘Vlogs d’août’, turning daily episodes into a wildfire fundraiser.

Kolsquare’s H1 2026 ranking crowns Disneyland Paris France’s most influential travel brand on both Instagram and TikTok, out-performing airlines and luxury hotels on earned media.

Poppi co-founder Allison Ellsworth used her personal social channels to recruit for her next venture, drawing 2,000+ applicants from a couple of Instagram Stories.

Chipotle’s ‘The Salish Matter Order’ builds a digital-only menu item and sweepstakes around a teen creator — its latest bet on reaching Gen Alpha through creators, not celebrities.

From 24 August 2026 YouTube counts a view the moment a video plays, across all formats. Headline views will inflate — here's why 'engaged views' now matters for creators, advertisers and earnings.

PlayStation's 'It Happens on PS5' by adam&eve/TBWA teases GTA VI and more — and the instant fan backlash shows brands no longer own the narrative post-launch.