Fortune

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.

Bottles of Heinz tomato ketchup for sale are displayed at a store

Retail

‘We tend to lead the way’: How Europe become a testing ground for Kraft Heinz

By Sam BirchallAugust 25, 2026

Retail

Ikea’s real estate arm sponsored a pillow fight in France. Here’s why

By Sam BirchallAugust 24, 2026

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

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

C-Suite

WPP’s sweeping restructure could save £500 million—the bigger challenge might be winning over workers

By Sam BirchallJuly 24, 2026

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

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

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

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

Workplace Culture

The new mandate for CMOs is clear: creativity must deliver growth

By Sam BirchallJune 16, 2026