Trend
Lucozade goes football crazy with Bellingham campaign
By Nicola Kemp
The summer football campaign, created by Zeal, features a wrap of London’s iconic BFI Imax cinema.
Trend
If bold marketing drives growth, why does so much of it still play safe?
Leadership teams must create the conditions for great work to thrive.
Trend
Listen to Rip
Claudia Wallace, Chief Client Officer at Neverland, on what Dutton Ranch’s Rip Wheeler teaches marketing leaders about the power of listening.
Trend
Why AI is making distinctive brands more valuable
By Emma Flaxman
As brands rush to embrace artificial intelligence, Emma Flaxman, Founder at StoryOne, explains why distinctive storytelling may become the ultimate competitive advantage.
Trend
Why women’s football is winning the World Cup of brand behaviour
Women’s sport can better connect meaningfully with an ever-evolving audience.
Trend
Snapchat celebrates the emotion of football
By Nicola Kemp
The brand has placed itself at the heart of football fandom with a campaign rooted in the lived experience of fans.
Trend
Wimbledon celebrates the beauty and the battle of The Championships
By Nicola Kemp
The new campaign from the All England Lawn Tennis Club, created by VCCP, celebrates the 139th championship.
Trend
Creativebrief reveals rise of social-first marketing in new report
The Social Sells 2.0 report uncovers how senior marketing leaders are increasing investment in social media.
Trend
The Sun celebrates the shared obsession of the World Cup
By Nicola Kemp
The UK-wide campaign ‘World Cup For It’ is designed to showcase how The Sun app keeps the fans at peak World Cup fever 24/7.
Trend
The 2026 World Cup will not be won by rights alone
As World Cup value moves beyond official rights, the smartest brands will be those that understand where football culture is really being created.
Trend
Mobile marketers are pulling the plug too soon
The pressure to show quick returns can prevent long term growth, writes Jordan Shaver.
Trend
Sky Bet taps Roy Keane and Micah Richards for World Cup campaign
By Nicola Kemp
‘The World’s Gone Football’ highlights the football fever surrounding the World Cup.
Trend
Are you asking the right questions about agentic AI?
By Jon Williams
The way people are making decisions is changing, writes Jon Williams.
Trend
‘Memento Generation’ research uncovers Gen Z shopping habits
The report, from Snapchat and Portas, explores the importance of shared experiences and memory-making.