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The creator economy could approach $480bn by 2027. Athletes, founders and creators have become media companies in their own right — and brands must decide how to work with them.

Attention is the one resource money can't reliably buy. Here's the 2026 playbook small brands use to earn outsized reach without an outsized budget.

The co-founder of Berlin toothpick brand Pick'em is livestreaming himself living inside a glass booth in an Edeka supermarket for several days — a scrappy experiential stunt built for attention and reach.

The Merx system for batching a whole year of marketing content in a single weekend — how to stop scrambling for posts and get consistently visible without the daily grind.

Florida has asked a court to force Meta to change how Facebook and Instagram work for minors, escalating a lawsuit that accuses the company of addicting young users.

A WeCreate and Appinio survey finds TikTok has become the most important shopping platform for Germans aged 16 to 39, even as AI-made ads start to weigh on brand perception.

BNP Paribas and Studio Serendipite have built an anti-fraud entertainment format on Twitch, hosted by Samuel Etienne and produced with Webedia, turning the fight against scammers into a live show.

France Télévisions says its franceinfo YouTube channel hit 110 million views in September, about eight times a year earlier.

The Genossenschaftliche FinanzGruppe has launched its first group-wide campaign, 'Das kriegen WIR hin', built by TLGG and BBDO to win over 18-30s by leading with goals, not products.

Reddit reaches an estimated 33 million people in the UK — its second-largest market after the US — and its self-serve Ads Manager lets any small business run targeted ads from a few pounds a day. Reddit's real edge is intent: you can place ads inside the exact communities and keyword searches where people are already weighing up what to buy. Win by matching the platform's native, no-hype tone and by staying active in the comments after you launch. Why Reddit deserves a place

Yoghurt brand The Collective has appointed agency Spin to run its social media and influencer marketing after ending its relationship with TSA.

Lidl rode the viral croissant trend with a 'NeckCroissant' travel pillow handed out on a flight to Paris Fashion Week, each one carrying an app coupon for a real croissant.

TikTok has introduced two certification tiers — Agency Partner and Premier Agency Partner — to help brands identify vetted agencies within its growing partner program.

Kai Strehler is rejoining Deutsche Bahn to lead its social media, a role he previously held, at one of Germany's most-watched corporate accounts.

Burger King Germany has ended its social-media partnership with Berlin agency Charles & Charlotte after about 18 months.

Car-rental brand Sixt and Jung von Matt produced a same-day reactive ad mocking a running German political scandal — a textbook newsjacking play.

ISBA and the Responsible Marketing Advisory have released a framework setting out three ways brands can run creator marketing — bolt-on, channel or core — as UK creator revenue nears £1.22bn.

Lavazza-owned coffee brand Carte Noire has appointed agency Heaven for social media and influence, building a creator 'crew' across Instagram, Facebook and TikTok.

Marketing Week's 2026 State of Brand in B2B survey finds 80.8% of B2B firms invest in social media for brand building, well ahead of events and PR.

French banks are shifting youth acquisition to creators and influencers, with Crédit Agricole among those using creators to reach 18-35s amid a trust gap with traditional bank marketing.