What happens when nature creates something that looks remarkably like one of the world's most recognisable cookies? For Oreo, it became the starting point for an inventive marketi…
Most marketing campaigns try to persuade consumers to buy a product. In 2026, Heinz took a different approach. It redesigned how people consume its product, turning a humble Frenc…
Marketing has become exceptionally good at measuring behaviour. Every click, website visit, abandoned cart, purchase and social media interaction can potentially be tracked, analy…
Walk through the skincare aisle of a modern retail store, scroll through Instagram advertisements for direct-to-consumer brands, or browse the websites of competing food delivery …
Your brand may be on every shelf, appear in every search and offer excellent value. But if it never enters the consumer’s mind when a need arises, how much of that availability is…
Marketing has always been fascinated by the loud. The charismatic marketer who dominates the meeting, the agency leader who can sell an idea in five minutes, the salesperson who c…
Globalisation has made it easier than ever for brands to enter new markets. A campaign created in New York can be launched in Mumbai within hours. A product developed in Seoul can…
For decades, marketers have competed for attention. The formula was relatively straightforward: get noticed, build awareness, communicate a proposition and convert attention i…
Walk into a modern supermarket in India today and one word appears with remarkable frequency: “healthy”. It is printed on breakfast cereals, biscuits, snacks, bevera…
We spend a lot of time arguing that creativity is a business tool. Oatly is a rather remarkable demonstration of what that can actually mean. The company did not inv…
A wildfire is exactly what most viral content actually behaves like: it spreads through a medium that's already primed to burn, it moves faster than anyone contr…
In a marketplace where consumers are bombarded with advertisements, humour can give brands something increasingly valuable: attention. A funny advertisement can interrupt scrollin…
Competition is usually something companies prefer to manage quietly. Marketers track competitors, compare prices, study product launches and monitor advertising, but most brand co…
The Olympic Games are among the most valuable sponsorship platforms in the world. Brands spend hundreds of millions of dollars to secure official rights, hoping to associate thems…
