All Marketing knowledge

Ikea has moved into the Skyrim gaming universe with an official branded mod, adding a sentient KALLAX storage companion and playful furniture to one of gaming's biggest worlds.

Pladis-owned McVitie's has launched a multi-million-pound 'Together' campaign that leans into nostalgia and Britishness to position the biscuit as social glue.

Mediaplus won the heritage food brand Peter Kölln's media account. Why even in a cautious market, distinctiveness and smart media planning beat private-label pressure.

Despite AI's rise, 66% of French shoppers still seek a creator's opinion before buying. Why authentic human proof becomes the differentiator as AI content floods in.

Lidl put a prime-time actress and a gender-flipping idea behind a private label. Why own-brands are now brand-building in earnest, not just cutting prices.

McDonald's is betting on human service over kiosks and app-pushing after diners defected. Why customer experience is a marketing channel, not an ops afterthought.

Cadbury made just five crystal clutches for NYFW - a lesson in how scarcity plus cultural context earns outsized attention when it serves a real brand story.

Hilton's 16-year CMO Mark Weinstein is stepping down with no successor named. Why long marketing tenure is an underrated competitive asset.

Currys and AMV BBDO turn the 'dad energy' meme into a cost-of-living pitch for efficient tech - a masterclass in trend-jacking with commercial intent.

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.

Primark confirmed it will launch UK home delivery, backed by a £90m warehouse deal, as CEO George Weston insists the retailer is 'redefining value' beyond price. Here's what it means.

Zalando-owned About You has launched what it calls the year's first Christmas spot, fronted by Lena Gercke, a full three months before the holidays.

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.

French research group Ifop has acquired Paris trend-forecasting house NellyRodi, fusing survey data and social listening with long-range trend consulting under one roof.

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.

Co-op's new 'Pop to Co-op' campaign satirises the hassle of the big supermarket shop to reframe convenience as no compromise on value, anchored by its Aldi Price Match.

New IPA TouchPoints data shows UK adults spend 44% of their commercial-media time alone, pushing brands toward context-aware, individualised planning over shared reach.

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.

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.

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.