All Marketing knowledge

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.

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.

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.

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.

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.

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

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 tangible marker of the squeeze on German creative agencies — a rescue-by-acquisition that keeps the Häppy brand alive under a bigger roof.