All Marketing knowledge

Sprite has returned as the NBA's official global soft drink with 'Never Stop Refreshing the Game', a worldwide campaign fronted by Nikola Jokić and Anthony Edwards.

New IPA research finds fewer than half of brands are confident sponsorship drives business results, and warns that refusing to share data is 'self-defeating'.

Kwik Fit and VCCP have launched 'Kwik Chat', a dry-humoured campaign urging people to check in on a loved one's wellbeing during the wait for an MOT or service.

AEG and Virgin Media O2 have agreed a reported £200m, 10-year extension — called the UK's largest-ever naming-rights renewal — keeping 'The O2' until 2038.

Foster's has revived its Noughties 'Good Call' platform in a new Publicis London campaign, 'The Amber Nectar', leaning hard into Aussie cliche.

Lurpak marks its 125th anniversary with an immersive 'Good Food Vault' experience and a new award for home cooks, under its 'Cook Your Way' platform.

IKEA's final work from Mother is a tongue-in-cheek 'Storage Is Sexy' poster campaign, ending a 16-year partnership as VCCP takes over the UK account.

Influencer marketing is a $30bn-plus industry — but results vary wildly. Here's what actually drives ROI in 2026: fit over follower count, trust over reach, and measurement over vanity metrics.

The creator economy could approach $480bn by 2027. Athletes, founders and creators have become media companies in their own right — and brands must decide how to work with them.

Most marketers now use AI regularly — but the gap between dabbling and real advantage is widening. Here's where AI genuinely delivers for marketing teams in 2026, and where it doesn't.

Loyalty schemes have quietly become retailers' most valuable asset — not for the discounts, but for the data. Here's how rewards turned into a media business, and what it means for brands.

2026 reshaped the agency world: Omnicom absorbed IPG, WPP restructured, and mid-size groups went shopping. Here's who's consolidating, why, and what it means for clients.

America's shoppers in 2026 are value-driven, omnichannel and increasingly shopping through social and AI. Here are the consumer trends US marketers need to plan around.

UK advertisers are on track to spend a record ~£12bn this festive season. Here's how the big brands are approaching Christmas 2026 — and what smaller businesses can borrow.

More than 210 brands are now active on Roblox, and the platform is expanding its ad formats. Here's why gaming has become a serious marketing channel — and how to enter it without being cringe.

Attention is the one resource money can't reliably buy. Here's the 2026 playbook small brands use to earn outsized reach without an outsized budget.

Retail media is the fastest-growing slice of advertising. US retail media spend is nearing $70bn in 2026 and the global market is heading past $300bn by 2030. Here's what every marketer needs to know.

The German Olympic Sports Confederation (DOSB) is creating new structures for esports and gaming ahead of the first Olympic Esports Games in 2027, in a bid to reach a generation that lives online.

Swiss outdoor brand Mammut has launched a campaign, running in Germany, that rejects soft wellness cliches — using three creators to argue that cold, altitude and discomfort are the real path to feeling restored.

The co-founder of Berlin toothpick brand Pick'em is livestreaming himself living inside a glass booth in an Edeka supermarket for several days — a scrappy experiential stunt built for attention and reach.