Fury: The real fight is not in the ring or ad spend, but brand alignment April 11, 2026 Tonight, when Tyson Fury steps back into the ring, the spectacle will be available live on Netflix to 300m customers worldwide. It is a knockout for audiences. And it will be a showcase event for brand partners too. However, in high-profile environments like this where brands want to make an impression, it is not just [...]
Revolut and Nationwide sharpen swords in battle to bank Britain March 25, 2026 The claws are out in the battle to bank Britain and in this week’s column Samuel Norman takes a look at the latest shots fired from Revolut and Nationwide. If you had ‘Graham Norton sitting on a horse’ on your banking bingo card, congratulations. The BBC chat show host has swapped his famous sofa with [...]
AI is rewriting reputation – what happens when it gets you wrong? March 6, 2026 AI means companies can now lose their reputations in an instant, with brands now being defined by systems they neither control nor understand.
Formula 1 presents creativity conundrum for brands and sponsors March 6, 2026 They know how to make noise in Formula 1. This week, motorsport’s premier championship explodes back into life across its ever-expanding media universe. Twenty-four high-glamour race weekends, driving peerless broadcast innovation. A mould-breaking, news-making Netflix docuseries. An official film starring Brad Pitt, the highest-grossing sports movie ever made and an Oscar nominee to boot. More [...]
Mind the G: Guinness takes over tube platforms in TfL brand deal February 11, 2026 Commuters with sore heads and a creeping sense of dread may fear they’ve seen a mirage when alighting from the Northern Line platforms at Tottenham Court Road for the next week. Eleven tube route maps in the station have been temporarily resigned to mimic a pint of Guinness in Transport for London’s (TfL) latest advertising [...]
The Debate: Should brands like Heineken be able to alter Tube signs? January 14, 2026 Heineken's temporary takeover of the Bakerloo line has got Londoners riled up. We get two experts to debate the pros and cons.
Luxury brands in sport: F1 leading the way, but for how long? October 5, 2025 Take one minute to watch some of the Formula 1 Singapore Grand Prix this weekend and you’ll struggle not to lock eyes with a luxury brand being splashed on an advertising hoarding or chassis panel. One year ago this month LVMH – parent company of the likes of Louis Vuitton, Dior, Moet & Chandon, Tiffany [...]
Rhode Beauty: How Hailey Bieber earned her $1bn payday June 6, 2025 Hailey Bieber bet on the power of community, not marketing, to build Rhode. Its $1bn exit last week is proof it worked, writes Viviane Paxinos
Burberry’s decline shows British brands can’t trade on heritage alone May 30, 2025 The decline of Burberry should be a cautionary tale for British luxury brands relying on heritage, writes Manfredi Ricca.
WH Smith’s decline: A cautionary tale of bad branding March 31, 2025 As WH Smith disappears from the high street, Will Bosanko looks at why the brand failed, and asks whether there is a future for TG Jones.