The 161-year-old children's wear giant unveils its first major identity overhaul since 2000, built around a new promise and a multiyear "Watch Them Glow" campaign aimed squarely at millennial and Gen Z parents.
By Maya Chen · Sep 16, 2026 · 4 min read
"But Now," a six-film global campaign from Special US, skips the demo and drops viewers into the moment ChatGPT users pull off something they had written off as beyond them — wrestling holds, a first 10k, and a finally-empty camera roll included.
Sonos has launched "Love the Sound. Feel the System," a global brand campaign built in house that trades audiophile spec sheets for hand-drawn craft, and quietly repositions the company around the whole-home system rather than the box on the shelf.
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The Phonetic Collection turns "air-mess" and "zhee-vahn-shee" into garments, and it is the rare fashion-week stunt that actually belongs to the brand making it.
Created by Special, "Picklecore" promotes a limited-time menu by treating a divisive garnish as a fashion movement, which is a smarter fast-food play than it sounds.
“If your brand disappeared tomorrow, would anyone borrow your words to describe the gap?”
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WPP's nine-year run on the luxury group's Asia-Pacific media ends without a formal pitch, which tells you more about the relationship than any review would have.
Regulators have conditionally cleared the merged Ufone-Telenor operator to trade as e& — retiring two of the country's most recognised telecom brands at once.
The Clari combination collapses into a single identity — and the company is careful to say the brand followed the business, not the other way round.
The Motion Agency picks up Vehr Communications in its second Cincinnati deal, pushing headcount toward 90 across three offices.
The F££T FUND, from adam&eve\TBWA, hijacks an internet economy worth billions to sell a hiking shoe on what footwear actually does.
"The Other September Issue" hijacks fashion's holiest month, casting San Marcos educators as cover stars on the retailer's first-ever Substack.
"Live Your Story" pairs Elle Fanning with four musicians and a first-of-its-kind Spotify partnership, betting Gen Z will trade screen time for a scene.
A new national campaign, "Now We're Cheffin'," caps a year of NASCAR sponsorship, skillet meals, and high-protein cans as the nearly century-old pantry icon repositions for how America eats now.
Mark Weinstein joins Target as chief marketing and guest experience officer, taking on brand, loyalty, the Roundel retail media network, and Target Plus in one unusually broad mandate.
The Danish drugmaker will go by Novo day to day, with a redrawn Apis bull, a new typeface, and a promise that lasting health starts now.
Sarah Chapman becomes Global Chief Marketing & Customer Experience Officer on January 1, joining the executive leadership team of the Toronto insurer.
Sarah Kennedy Ellis leaves Google Cloud for the Workday CMO seat, reporting straight to Aneel Bhusri — a signal about who the company thinks it is selling to next.
Power Crunch relaunches under Ferrero with refreshed packaging, a reformulated bar and a new campaign, 'A Lighter Way to Protein' — positioning against the category's density arms race.
The Winter 26 campaign is the first full expression of an independent Stella McCartney — 93% responsible materials, lab-grown fibre, and a house restating its founding terms.
Five years after the acquisition, the timberland manager drops its founder name — and signals that "sustainable forestry" has become a much bigger category.
The recycled-yarn label has refined its logo, upgraded its packaging and launched a global tour — repositioning legwear as a fashion category without dropping the sustainability story.
