All Marketing knowledge

Why bringing back a retro icon works — and the three tests before you try it.

New IPA research finds fewer than half of brands are confident sponsorship drives business results, and warns that refusing to share data is 'self-defeating'.

Kwik Fit and VCCP have launched 'Kwik Chat', a dry-humoured campaign urging people to check in on a loved one's wellbeing during the wait for an MOT or service.

AEG and Virgin Media O2 have agreed a reported £200m, 10-year extension — called the UK's largest-ever naming-rights renewal — keeping 'The O2' until 2038.

Foster's has revived its Noughties 'Good Call' platform in a new Publicis London campaign, 'The Amber Nectar', leaning hard into Aussie cliche.

Lurpak marks its 125th anniversary with an immersive 'Good Food Vault' experience and a new award for home cooks, under its 'Cook Your Way' platform.

IKEA's final work from Mother is a tongue-in-cheek 'Storage Is Sexy' poster campaign, ending a 16-year partnership as VCCP takes over the UK account.

Most marketers now use AI regularly — but the gap between dabbling and real advantage is widening. Here's where AI genuinely delivers for marketing teams in 2026, and where it doesn't.

Loyalty schemes have quietly become retailers' most valuable asset — not for the discounts, but for the data. Here's how rewards turned into a media business, and what it means for brands.

UK advertisers are on track to spend a record ~£12bn this festive season. Here's how the big brands are approaching Christmas 2026 — and what smaller businesses can borrow.

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.

Retail media is the fastest-growing slice of advertising. US retail media spend is nearing $70bn in 2026 and the global market is heading past $300bn by 2030. Here's what every marketer needs to know.

Kantar's BrandZ Most Valuable UK Brands 2026 puts the top 75 at a record $321.2bn, with HSBC on top, Revolut the fastest riser and financial services powering growth that is finally outpacing global rivals.

WARC's latest forecast lifts 2026 global advertising to a record $1.34trn, up 11.9%, driven by corporate AI investment, retail media and a packed events calendar — even as consumers stay cautious.

WPP has lined up McCann global chief Tyler Turnbull to run WPP Creative, the holding company's unified creative network, as it beds in the VML-led structure under new group CEO Cindy Rose.

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.

Waitrose is investing GBP 10m to bring restaurant-quality prepared meals to its shelves, positioning dine-in at home as a rival to eating out ahead of Christmas.

Omnicom Media's Initiative has appointed Sharon Dhillon as its UK chief executive, reinforcing its leadership as the agency pushes for growth.

Stephan Loerke, who has led the World Federation of Advertisers for 24 years, will step down as CEO on 30 June 2027, triggering a global search for his successor.

American sweet brand Sour Patch Kids, sold under Maynards, has launched in the UK with its first campaign from VCCP, leaning into mischief with an Oreo billboard stunt and a TV debut.