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Brand Insight

Headspace: “Our Mission is to Improve the Health and Happiness of the World”

Chimney Group, 17 hours ago

Chief creative officer Caroline Pay on Headspace’s invaluable support through some of our toughest times and the challenges of breaking down meditation cliches

Chimney is a proud supporter of LBB. Over the next few months, as part of the brand insight channel, we’ll be spending time with leading marketers ... Read more

Brand Insight

Brand Insight: Pony Malta, the Colombian Brand that’s Re-Energised Its Purpose and the Country’s Young

MullenLowe SSP3, Thu, Nov 26, 2020

AB InBev’s Juan Alonso Torres and MullenLowe SSP3 CCO Carlos Andrés Rodríguez on how they reinvigorated a much-loved local brand by zeroing in on teenage tensions and culture

If you’re not from Colombia or Ecuador, chances are the phrase ‘Pony Malta’ means nothing to you. For Colombians, however, it’s a brand name that’s... Read more

Brand Insight

A Startup Story: How DR.VEGAN Achieved a Healthy Market Share

Five by Five, Wed, Nov 18, 2020

DR.VEGAN co-founder Gordon Lott and Five by Five’s client service director George Roberts talk LBB through the making of a startup success story

You could be forgiven for thinking that 2020 has been a less than ideal year for new businesses. Despite the unprecedented disruption, however, som... Read more

Brand Insight

Brand Insight: Why O2 Decided to Launch Its First Ever Festive Campaign

LBB Editorial, Tue, Nov 17, 2020

Nina Bibby, chief marketing officer at O2 UK, on the strategic considerations of bringing Christmas cheer in the year of Covid-19

Telecoms brand O2 has long embraced big brand advertising, working with its partner agency VCCP to build creative campaigns. But, until now, there’... Read more

Brand Insight

How U.S. Retail Brands Are Enduring the Longest Black Friday Ever

Tag Americas, Tue, Nov 17, 2020

With retail brands at the mercy of national, state and local laws this year, Tag Americas’ managing director, retail and shopper marketing Lyndon Neal lays out what brands must do online and in-store to drive customer engagement in the U.S. this holiday season

Trying on shoes, feeling fabric and sampling cosmetics used to be one of the most important elements of the shopper experience. But, the global pan... Read more

Brand Insight

Brand Insight: How a Canny Approach to Risk, Data and Purpose Helped Steer Mastercard Through Lockdown

LBB Editorial, Tue, Oct 27, 2020

Raja Rajamannar, chief marketing and communications officer, Mastercard tells LBB’s Laura Swinton that it was crucial that the brand did not go dark during challenging times

This year has been challenging for brands in all sectors, but for finance businesses like Mastercard they’ve not only had to move fast to adapt for... Read more

Brand Insight

Greenpeace’s Saga of Serendipity and Sustainability

LBB Editorial, Mon, Oct 26, 2020

John Sauven, executive director of Greenpeace, tells LBB’s Alex Reeves about the many twists, turns and moments of luck that have made its recent animated campaigns so impactful

Watching the exquisitely crafted animated films that have formed a central pillar of Greenpeace’s campaigning in recent years, you might assume tha... Read more

Brand Insight

"Our North Star Is to Become the World's Favourite Way to Shop"

Chimney Group, Thu, Oct 22, 2020

Klarna’s global brand strategy lead explains what has shaped the brand since its inception in 2005 to be at the forefront of consumer shopping

Chimney is a proud supporter of LBB. Over the next few months, as part of the brand insight channel, we’ll be spending time with leading marketers ... Read more

Brand Insight

How Samsung’s Open, Customer-Led Brief Brought Tears to Many Eyes

LBB Editorial, Wed, Oct 21, 2020

The marketing director for Samsung Electronics UK & Ireland, Sharon Hegarty, on how letting its customers and director Sam Hibbard guide the narrative led to a weird but beautiful love story

We must admit, when Samsung’s TVC ‘Onions’ landed in our inboxes, it came as something of a blindside to us at LBB. We thought we knew what Samsung... Read more

Brand Insight

Brand Insight: The Not-So-Secret Society of Reese Canada

LBB Editorial, Thu, Oct 15, 2020

Reese Canada marketing manager Azim Akhtar speaks to Addison Capper about Covid-19 chocolate trends, a drone-powered new product launch, and a branded secret society that has smashed all expectations

“Yes. They absolutely are,” replies Azim Akhtar, marketing manager for Reese Canada. I’ve just asked  whether Canadians are consuming their fa... Read more