All Marketing knowledge

A new Attest study finds only 35% of Brits actually watch a non-skippable ad as intended — a warning for advertisers paying a premium for forced inventory.

Octopus Energy's AI assistant Arlo now handles a slice of customer emails and scores higher on satisfaction than human replies — a case study in using AI to protect, not replace, a service brand.

Betfred extends its World Cup platform into the club season with 'We The Believers', an always-on football campaign by DEPT and Nomad, with Sky as lead media partner.

Adidas and Aston Villa turned a leaked kit reveal into a neo-noir whodunnit, 'Gaslamp', with Unai Emery hiring a detective to find who unveiled the shirt early.

George at Asda's first single-agency campaign across fashion and home, by Lucky Generals, reframes own-label value as insider style knowledge.

Maynards Bassetts launches 'Set the Juice Loose', a £4m VCCP campaign of bold posters and lift takeovers dramatising the sweets' juiciness across five UK cities.

The ASA has banned four social ads on testosterone testing from Numan and BioID Health, and says more are under investigation — a warning to men's-health marketers.

McDonald's relaunches 'Side Missions' with Xbox, turning fictional in-game foods into real menu items across six gaming franchises, TV, social, OOH and the app.

Budget network Lebara replaces Auto Trader as sponsor of The Great British Bake Off in a two-year deal spanning Channel 4, streaming and every spin-off.

Japanese mayonnaise brand Kewpie is opening a free London pop-up for its 100th anniversary, serving tamago-sando tastings as it builds UK awareness through culture and food.

Brown-Forman has expanded its remit with UK social and creator agency TSA, adding Gin Mare and Chambord as advertisers route premium-brand budgets to specialists.

Men's deodorant brand Rock Face launched its first multichannel campaign urging festival-goers to skip the shower queues, plugging a new 72-hour antiperspirant.

Old El Paso's biggest creative shift in years, by VCCP Blue, celebrates the joyful mess of family dinners with a taco crunch that summons people home across 21 markets.

Pork-scratchings brand Mr Porky has signed a season-long sponsorship of ITV's 2026/27 football coverage, spoofing punditry through one fan's match-day snacking.

Audi UK's cinematic 'After Dark' spot from BBH London has four e-tron models evade security to reach the Silverstone grid, tying EV performance to motorsport heritage.

Channel 4 and in-house agency 4Creative launch survival series 'Apocalypse' with three darkly comic films arguing modern humans are too awkward to survive.

Three UK has retired "Life Needs A Big Network" for "Let Fun In," a culture-first platform fronted by a viral inflatable-chicken figure skater — a bet that entertainment now sells telecoms.

UK-based founder Rita Kastrati has grown Pioneering People — the gig-work platform that pays workers overnight — to 11,000+ users in 20+ cities and 150+ businesses, entirely organically. A masterclass in founder-led, zero-budget growth marketing.

Trading platform IG has signed a three-year Premier League sponsorship with Sky Media — part of Sky's biggest-ever sponsor line-up for the season, and a signal fintech is now serious about UK sport marketing.

Monzo's new CMO AJ Coyne describes the bank as being at 'a huge inflection point', positioning mobile-first Europe as the next competitive edge — a claim UK brand marketers should watch for what it says about post-launch neobank strategy.