All Marketing knowledge

Boots has rolled out a new brand platform, 'Give It Some', celebrating life's beautiful and brutal moments and positioning the retailer as a support system across health, beauty and wellness.

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.

Percy Smend, Chief Client Officer of WPP Germany, is departing — a senior exit worth watching for what it signals about holding-company client relationships amid industry upheaval.

Serviceplan Culture has partnered with esports outfit OG Collective to deepen its gaming marketing — a reminder that you can't fake a subculture, so borrow authenticity from those who belong.

Publicis Media's 'Wirksam kreativ' study finds 61% of Germans consider ad creativity important, with humour and unconventionality the top markers — ammunition against algorithmically safe sameness.

A GWA survey finds around two-thirds of German agencies view the EU's new AI-labelling rules positively — and the 'advising clients' gap is where the real business opportunity sits.

Hamburg intranet and AI-workplace specialist Hirschtec has been acquired by Munich's Venitus group — a marker that internal communications is becoming a market worth investing in.

Friendventure's Julian Hansmann has bundled six owner-managed German digital agencies into Friends Digital Group — the squeezed middle of the agency market answering scale with consolidation.

Sparda-Bank München's 'Oberhammer Oberbayern' music video — its first work with Twentyrising — turns regional pride into its hook, then buys Twitch and TikTok to reach a younger audience.

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.

Fisherman's Friend is making its Cola flavour permanent with a WeCreate campaign that blends authentic social content with a fully AI-generated nightlife film — a smart template for AI in brand work.

DMAX has anchored its autumn campaign with giant real-life installations — including a 6.35-metre working lighthouse — in German cities: an unscrollable physical stunt built to be shared.

A Matriochka Influences study finds median French influencer fees rose 30% in a year — with money flowing to the middle of the market and away from the biggest creators.

Club Med and BETC have launched a global 'The Art of Free Time' platform, reframing luxury around time rather than opulence — a textbook challenger move.

BoursoBank's new Buzzman campaign dramatises the breadth of its offer through the passage of time — and leans into word-of-mouth, the force that really sells banks.

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

CCMO Mutuelle marked its 80th anniversary with a Youmeno campaign starring eight of its own staff — authenticity that a member-owned insurer's national rivals can't buy.

France's government has launched a prevention campaign against intrafamily and sexual violence in stations and 300 Relay shops — a case study in treating media placement as part of the creative.

Audemars Piguet and Bonjour Paris built a campaign that deliberately rejects AI and 3D in favour of physical sets and real cameras — proof that for craft brands, the medium must match the message.

BETC's 95-second launch film for Amplitude Studios' HUMANKIND II shows newborns across nine historical eras — and was made entirely without generative AI, a statement in its own right.