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Dentsu Creative's 2026 CMO report finds marketers want AI for speed, not magic: 71% say it improves speed to market, 70% see no cost savings yet, 78% fear a 'sea of sameness.'

TL;DR: Guerrilla marketing swaps budget for imagination — using surprise, wit and clever placement to earn attention a media buy could never afford, as long as the idea is genuinely shareable and on-brand. The core trade: money for ideas Guerrilla marketing is built on a simple exchange: when you can't pay for reach, you earn it by being too interesting to ignore. A single well-placed, surprising idea can generate more conversation than a modest ad budget ever would. That's w

AppLovin's BFCM analysis points to an unglamorous truth: the brands that refreshed creative weekly out-earned those that didn't, by a directional 23%.

The Uncommon co-founder and former Grey London chief takes the top honorary role at the design-and-creativity organisation.

Saatchi & Saatchi's first EMEA-wide push for the chain imagines what happens when the confidence of ordering exactly what you want spills out of the shop.

Sustainable-food brand Followfood has flipped the German telecoms' endless 'best network' advertising into a campaign for sustainable fishing, with the line 'No signal? Great!'

Oat Cult has launched a folk-horror-inspired film to mark its new tiramisu overnight-oats flavour, leaning into bold, cult-themed creative to stand out in a crowded breakfast aisle.

Two senior BBDO New York leaders are departing, with FCB hiring both — a clean signal of senior-talent churn among the big US creative shops.

Independent Paris agency Hungry and Foolish has hired Philippe Boucheron as creative director and partner, doubling down on senior creative firepower as indies court big-brand briefs.

At its 57th edition, France's Club des Directeurs Artistiques awarded its inaugural Grand Prix to 'Le Mal-Aimé', created by Romance for Intermarché.

For its latest campaign, DIY retailer Hornbach and agency Heimat TBWA built a working film camera entirely from products found on the store's own shelves.

Dating platform Meetic has taken a deliberately camera-free creative approach in its latest campaign, standing apart from a category built on polished imagery.

French luggage maker Delsey is stretching its brand beyond the suitcase in a new campaign with agency VML, repositioning around travel and lifestyle.

French charcuterie brand Madrange has launched its first advertising campaign with new agency Mouton Noir, a fresh creative chapter for a heritage food name.

JCPenney's 'Other September Issue' swaps professional models for real teachers, turning back-to-school fashion into a values-led salute to educators.

Premium Italian lager Menabrea leans into provenance with a cinematic Ark-made film about a gutsy smuggler moving contraband beer through the Alps.

Columbia Sportswear's 'F££T FUND', via adam&eve/TBWA, pays hikers cash rewards for photos of their feet — a cheeky, product-first stunt built for shareability.

A new BBDO Paris film for Volkswagen France contrasts our obsessive self-care routines with neglected cars to sell a fixed-price maintenance contract — humour with a hard commercial job.

Newly independent R/GA has hired 15-year Google veteran Sadie Thoma into a brand-new global chief business officer role to commercialise its AI-and-creativity offer.

Hornbach's 'No Project Without Drama' took the Gerety Grand Prix. Why a sharp human creative idea still out-travels flashier tech-led work on the awards circuit.