All Marketing knowledge

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.

Direct Assurance has launched its first-ever brand film via Artefact 3000 to trade up from a low-cost image — and it earned the reposition with an 11-point jump in post-claim satisfaction.

Disney+ added 1.1 million UK homes in Q2 2026 as its Sky partnership bundled the ad tier into eligible packages — a distribution story that quietly built premium ad reach.

Alzheimer's Society has launched the second film in 'A Personal Appeal', shifting to a husband and carer — and pairing the emotion with the stark fact that only 23% of the public understand what dementia is.

Brandtech Group's Jellyfish has hired Seun Odeneye from IPG as chief media officer to embed AI across its media practice — a talent move that signals where the media market is tilting.

London agency The Academy has launched a dedicated advertising division led by renowned art director Dave Dye — a bet on human craft as AI floods the market with sameness.

Arla Foods UK has unveiled 'Feed Life', a long-term masterbrand platform uniting Cravendale, Arla Protein and Skyr, launching with a Droga5 breakfast campaign — a bet that the whole is worth more than the sub-brands.

Whiskas has launched a cheeky earned-media stunt urging Channel 4 to rename '8 Out of 10 Cats', backed by a Battersea donation of up to £20,000 — a masterclass in stunts rooted in a real brand truth.

Argos has recast mascots Connie and Trevor as mafia bosses in a new T&P campaign to shake off the 'just toys' perception — a smart lesson in making distinctive assets do commercial work.

AstraZeneca has built a 'wonderfully weird' campaign for its COPD inhaler Breztri around an AI-generated llama — proof that AI creative has crossed into even the most cautious categories.

Popeyes has rolled out 'THAT Chicken from Popeyes', its first major platform from agency GUT — a lesson in winning a crowded category through ownable specifics.

Unilever's Axe has relaunched three early-2000s fragrances with a social-first campaign that turns grown men back into their teenage selves — and the tagline is the masterstroke.

Neiman Marcus has launched 'Signature Style', its first major seasonal campaign under new parent Exemplar Luxury Group — a bet on human styling as the moat a marketplace can't copy.

Thomas' has enlisted Cecily Strong for a 21-day 'Join the Morning People' breakfast challenge — proof that participation compounds where impressions evaporate.

The Campbell's Company is cutting 13% of salaried staff and reprioritising marketing behind core brands — and that's exactly the opening challengers wait for.

Modelo has raised its college football media investment 18% for a 'Tradition' campaign — but the school-specific packaging, not the ad spend, is the real move.

Calvin Klein has made Sadie Sink the face of the second chapter of its Fall 2026 'Feel the Fit' denim campaign — and the serialised format is the real strategy.