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France already has one of the world's toughest influencer laws, rising transparency enforcement and creator fees up 30% in a year. For brands everywhere, it's a preview of where creator marketing regulation is heading next.

Clorox CMO Eric Schwartz says the big, predictable brand campaign is dead. In its place: 'systems of relevance' that react in hours, not quarters — and the early numbers are startling.

TL;DR: Short-form vertical video is the most effective organic format most businesses have — but Instagram Reels, TikTok and YouTube Shorts reward different content, so the smart move is to pick one home platform and repurpose, not post everywhere equally. They look the same — they aren't All three serve nine-by-sixteen video on an algorithmic feed, which fools brands into treating them as one channel. In practice each rewards a different instinct. TikTok favours native, cult

TL;DR: User-generated content (UGC) — the reviews, photos and videos your customers create — is the most trusted and most affordable marketing asset a small business owns, because people believe other people far more than they believe brands. Why UGC works when ads don't Shoppers have learned to tune out advertising, but they still trust each other. Decades of consumer research point the same way: recommendations from real people consistently beat brand messaging on believabi

Mars Wrigley's Extra used a song on Spotify, built on Culture Next insight, to reconnect with Gen Z in Germany. Why audio and culture beat the hard sell.

Domino's is teaming with Minecraft to push its personal pizza through gaming - collectible boxes, in-game items and creator content. Why gaming is a retail channel.

Little Moons marketing chief Ross Farquhar is leaving after six years of viral TikTok-fuelled growth. What his exit signals for challenger food brands.

Gymshark named Megan Thee Stallion its first celebrity ambassador around 21 October with a 22 October drop, breaking a playbook built on micro-influencers to chase mainstream reach.

Pringles' 13 October Halloween stunt invites fans to sign a Last Will and Taste-Ament to be buried in a can-shaped urn, with a 200-year supply of Pringles for the winner.

McDonald's UK and Leo UK have reimagined six signature dips as a limited Halloween face-paint range, a shareable stunt that mines the brand's most recognisable assets for cultural attention.

In-feed buying was a novelty a year ago. The latest Colissimo data shows it is becoming a habit, led by the young.

Snap gathered luxury brands in Paris to make a counterintuitive case: the people around you shape a purchase more than the feed does.

Anthropologie's holiday push trades gift-shots for homecomings — an emotional bet backed by a creator series and a last-minute DoorDash delivery play.

Absolut didn't book a one-off ad with Charli XCX. It signed a two-year partnership — a bet on sustained cultural relevance over a single viral hit.

Facing cheaper private labels, the tea brand bets on mental-health positioning, a creator-fronted range and a 'Tea, Talk & Selfcare' podcast.

The insurer's social-first film casts its new ambassador in an action parody that openly mocks the used-car ads he has fronted since 2023.

Ford and agency Born Social built a campaign around a simple truth — the Transit is genuinely everywhere — using real-world footage instead of a polished shoot. A lesson in confident simplicity.

Marriott Bonvoy produced campaign assets for 23 destinations in about four weeks using creators — proof that influencer marketing is now a production engine, not just a reach channel.

TL;DR: Snapchat is a low-cost way for UK businesses to reach a young, mobile, hard-to-find audience. Snap's own ad tools reach around 23.9 million people in the UK; you can launch full-screen Snap Ads from roughly £5 a day in Snapchat Ads Manager, target by age, location and interests, and measure sales with the Snap Pixel. It works best for consumer brands selling to the under-35s with native, vertical video. Why Snapchat still belongs in your media plan Snapchat is easy to

Influencer marketing is a $30bn-plus industry — but results vary wildly. Here's what actually drives ROI in 2026: fit over follower count, trust over reach, and measurement over vanity metrics.