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Photo of Sam Birchall
Photo of Sam Birchall
Sam Birchall

Sam Birchall is a features writer at Fortune 500 C-Suite Europe. Previously, she was a reporter at Raconteur, where she specialized in business and leadership storytelling for C-suite audiences.

Ben Cohen speaking at SXSW London 2026, wearing a "Yo Magnum, Free Ben & Jerry's" button on his shirt pocket.
C-Suite
‘They ain’t got no soul’: How a Ben & Jerry’s cofounder became his own company’s biggest critic 
By Sam BirchallAugust 7, 2026
The NFL’s previous push into Europe lost $400 million—so why is it trying again?
Magazine
The NFL’s previous push into Europe lost $400 million—so why is it trying again?
By Sam BirchallAugust 4, 2026
lose-up of five people's hands holding smartphones i
Politics
Europe’s social media bans force businesses to rethink how they reach the youngest generation 
By Sam BirchallJuly 30, 2026
WPP’s sweeping restructure could save £500 million—the bigger challenge might be winning over workers 
C-Suite
WPP’s sweeping restructure could save £500 million—the bigger challenge might be winning over workers 
By Sam BirchallJuly 24, 2026
Nestlé KitKat Original chocolate bars
Retail
How Nestlé turned a chocolate heist into a masterclass in brand building 
By Sam BirchallJuly 20, 2026
Esther Perel speaks on stage during a panel discussion at SXSW in London.
Workplace Culture
Esther Perel has a warning for executives: your workforce is suffering from social atrophy and AI is making it worse 
By Sam BirchallJuly 17, 2026
750 million fans and 2.7 million data points: How IBM’s AI powers Wimbledon from hidden ‘Court 19’ 
Europe
750 million fans and 2.7 million data points: How IBM’s AI powers Wimbledon from hidden ‘Court 19’ 
By Sam BirchallJuly 9, 2026
Marketing leaders speak at Fortune's Fuel Up event in Cannes. (L-R) Natalia Ball, Mars Pet Nutrition; Zena Arnold, Sephora; Tati Lindenberg, Unilever; Laura Jones, Instacart; Ruth Umoh, Fortune
Retail
The new CMO playbook: How marketers are balancing broader remits and tighter budgets
By Sam BirchallJune 26, 2026
Jen Wong, chief operating officer at Reddit, speaks during the OMR digital and marketing trade fair
Big Tech
Reddit COO targets 1 billion users as internet’s ‘odd duck’ aims for new heights
By Sam BirchallJune 25, 2026
As marketers grapple with AI, business leaders at Cannes Lions say human creativity and authenticity matter more than ever 
Europe
As marketers grapple with AI, business leaders at Cannes Lions say human creativity and authenticity matter more than ever 
By Sam BirchallJune 24, 2026
‘This is the least crazy AI is ever going to be’: The lessons Europe’s execs must take from Anthropic’s shutdown
AI
‘This is the least crazy AI is ever going to be’: The lessons Europe’s execs must take from Anthropic’s shutdown
By Sam BirchallJune 23, 2026
Rbotic arm is gripping a CPU inside of a circuit board factory.
Innovation
Inside Europe’s most innovative companies
By Sam BirchallJune 18, 2026
The new mandate for CMOs is clear: creativity must deliver growth 
Workplace Culture
The new mandate for CMOs is clear: creativity must deliver growth 
By Sam BirchallJune 16, 2026
Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
C-Suite
Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
By Sam BirchallJune 10, 2026
The women running Europe in 2026 
MPW
The women running Europe in 2026 
By Sam BirchallJune 8, 2026
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Economy
How Scott Bessent used financial engineering to finance the $2 trillion deficit while leaving it untouched—and created a $1.45 trillion shortfallplaceholder alt text
By Eva RoytburgAugust 8, 2026
Real Estate
Meet the 33-year-old CEO betting on boomers chasing their grandkids—and millennials selling their first houseplaceholder alt text
By Nick LichtenbergAugust 8, 2026
Real Estate
The tables have turned: Florida and Texas are the biggest losers in the housing market as Ohio emerges a surprise winnerplaceholder alt text
By Sydney LakeAugust 8, 2026
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