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BMW's tie-in with Sony's 'Spider-Man: Brand New Day' put its Neue Klasse on the big screen — but showing Spider-Man promos on owners' in-car displays has sparked a backlash.

VW brand chief Christine Wolburg says the carmaker's comeback runs on creator marketing, everyday moments, currywurst and real buttons — a deliberate turn away from a pure-tech story.

The Ritz Paris has launched its first chocolate collection, from Guimauve Oursons to a crested Camée — an 'accessible luxury' play that turns the hotel into a take-home brand.

The UPS Store has launched 'Blu,' its first brand character, to unify messaging around printing, shredding and mailboxes — and remind small businesses it's more than a shipping counter.

The John Lewis Partnership's half-year loss widened to £89m even as sales grew 2% to £6.3bn — and it is raising brand investment 29% and building a pan-partnership loyalty scheme.

The ECJ sided with Ikea against a Belgian far-right party that copied its look, ruling that political speech does not give free rein to exploit a famous brand's reputation.

Renault has appointed Jean-Pierre Diernaz VP of Renault Brand Global Marketing and Chief Branding Officer across all brands, opening a new phase in its marketing transformation.

From Maje to Pierre Hermé and the hypermarkets, French brands are flooding the market with Dion-themed products around her Paris residency — testing the limits of scarcity marketing.

The owner of Le Télégramme has renamed its parent group Advenn, signalling a broader diversified-media ambition rooted in its Brittany heritage.

CB News has named Groupe Figaro its 2026 media group of the year, with M6's David Larramendy taking the 'media personality' prize.

Five Guys has appointed LA agency Mirimar as its creative agency of record, cementing a more deliberate marketing push after decades of relying on word of mouth.

Anthropologie is stocking Nike for the first time as sneaker-seeking customers jump almost 30% year on year, doubling down on footwear as its most valuable shopper segment.

As employers and insurers pull back GLP-1 coverage, drugmakers like Novo Nordisk and Eli Lilly are pivoting from awareness ads to brand-building for a growing out-of-pocket market.

Marketing Week's State of Brand in B2B 2026 shows 58.4% of B2B firms increased their brand-building focus this year — yet only a fraction commit to genuinely long-term brand strategy.

Fashion discounter Takko has made TV presenter Michelle Hunziker the face of its AW 2026/27 campaign, breaking across linear TV, streaming, print, OOH and social from 10 September.

Germany's skilled-crafts sector, via agency Carl Nann, has kicked off a public campaign to lobby the Unicode Consortium for a new emoji celebrating pride in working with your hands.

The Hamburg soft-drinks maker fritz-kola has filled its long-vacant top marketing job with Marcin Piaseczny, who joins from Bahlsen just after the brand rolled out its new 'why not?' strategy.

For Pediatric Cancer Awareness Month, Hyundai's Hope on Wheels program launched 'Little Warrior', a campaign centred entirely on young cancer survivors with no vehicles in the creative.

Dunkin' has kicked off its fall campaign by reuniting Baby Spice and Ginger Spice with comedian Rachel Dratch, cast as 'Pumpkin Spice, the long-lost sixth member', paired with a free-drink offer.

Duolingo has debuted a fashion capsule and a New York Fashion Week pop-up built around teaching people to correctly pronounce hard-to-say luxury names like Hermès.