All Marketing knowledge

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.

Havas Paris has launched The Creator Society, a talent-management arm, pledging to reinvest 5% of its fees into the projects of the creators it signs — a new twist on the agency-creator model.

Castor & Pollux has launched 'Fellow', placing a recruited creator inside an advertiser's team to own its TikTok long-term — with Engie the first public test.

Digital and influence agency Vanksen has named Christophe Jourdain as its new managing director, as founder Xavier Lesueur steps back. Vanksen operates across France and Luxembourg.

The last edition of France's flagship charity streaming marathon, ZEvent, raised a record €32.9m in Montpellier, with more than 80 on-site streamers and around 200 remote creators taking part.

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.

A telling repositioning as pure-play influencer shops move up the value chain into fuller-service models — a barometer of the French influence market.

A plain-English guide to when UK influencers and brands must label content as advertising — covering ASA rules, acceptable #ad labels, gifted and affiliate posts, and the CMA’s new enforcement powers.

Dr. Squatch and creator IShowSpeed kicked off a nine-week, $1 million gamified scavenger hunt across the US, UK, Canada and Australia, with QR codes at 4,000+ retail partners.

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.

Hershey has made chart-topping pop group KATSEYE the face of its new Crème Bars — a 1 September launch built to win Gen Z with 'accessible premium' indulgence.

A €1m raise and a cap table full of famous names is Joony's route into Germany's drinks aisle. We weigh the upside of borrowed attention against the brutal reality of retail.

100 creators, 345 hours of footage, zero brand-shot video: Fernando Machado's first national Chipotle campaign bets that handing over the camera beats controlling it.

Germany's skilled-labour shortage has turned hiring into a marketing problem — and REWE's answer is a creator-hosted dating show aimed at filling 3,000+ apprenticeships.

Comedian, influencer and rap duo: Knack & Back's new campaign casts three stars whose audiences barely overlap, aiming for 200 million impressions across social and ad-supported streaming.

YouTube now lets eligible US creators tag Amazon products across videos, Shorts and livestreams and earn commissions — a major social-commerce move.

Old Navy's Cardi B 'Most Wanted Denim' push is the most-viewed campaign in the brand's history, treating $22 jeans like a luxury drop.

Starbucks brought Martha Stewart and actor Belmont Cameli into a social-first campaign that owns the Pumpkin Spice Latte's 'basic' reputation — and racked up 10 million-plus Instagram views in days.

New Kolsquare data crowns Byilhann France's most-watched Twitch creator with 18 million viewing hours — and signals Twitch is now a general-entertainment channel, not just gaming.

Publicis Groupe France has acquired luxury-and-beauty influence agency Point d'Orgue, folding it into Influential to build an end-to-end creator offer.