All Marketing knowledge

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.

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.

A quarterly read on which brands are actually cutting through emotionally in Germany — and how the 2026 World Cup reshaped brand attention.

A fresh international launch account on German soil — a challenger-brand story in a QSR market dominated by McDonald's and Burger King.

A fresh French agency win for a challenger FMCG brand — notable because it goes to an independent, B-Corp-certified shop rather than a network.

Otto Group fashion brand bonprix expanded its partner-commerce strategy by selling apparel through shoe retailer Deichmann's online marketplace — its second external channel.

France's rentrée 2026 splits between value and premium: Back Market, Primark, Le Bon Marché, Petit Bateau and Hatier show how brands are positioning for back-to-school.

The French public broadcaster launched a back-to-school self-promotion under the paradoxical line 'the screen that inspires screen-free time', riding the screen-time public-health wave.

Camping/holiday brand Homair launched a 'Service Après-Vacances' easing the mental load of returning from holiday, bundling partner offers and turning unread emails into discounts.

Kids-media publisher Unique Heritage Media introduced 'Tribu L'hebdo', a weekly print title for 8-12 year-olds, betting on print subscriptions in a screen-heavy world.

Brioche Pasquier's Pitch launched a back-to-school push via Les Gros Mots that ditches idealised classrooms for messy childhood reality, aiming to own the daily snack ritual.

Ace Hardware's RedVest Media added weather-triggered programmatic ads — auto-serving generator or fan promos when local forecasts spike — plus DoorDash, influencer and measurement tools.

Craig Inglis — the marketer behind John Lewis's famous Christmas ads — has been named group chief customer officer at Teal Group, owner of toy retailer The Entertainer.

KitKat's viral 'Heist' campaign is being held up as a masterclass in reactive marketing — and the lesson isn't luck, it's decades of brand fundamentals making the improvisation land.

German challenger Ahead is using community and creators to push its lower-sugar sweets out of D2C and into the mainstream confectionery aisle — a playbook for scaling into retail.

Chanel is extending Coco Mademoiselle from one of the world's best-known fragrances into a full makeup collection — a textbook brand-extension move.

Dutch better-for-you brand Holie's has entered France with a playful 'Paris in bed' campaign and a Carrefour listing for its no-added-sugar cereals.