The Creative Edge

Growth is entering a new era—driven not only by innovation and efficiency, but by the creative thinking and marketing leadership that shape brands, cultures, and customer loyalty. In The Creative Edge, Fortune examines how Europe’s leading companies are turning creativity, storytelling, and marketing into strategic advantage. Start by diving into one of the most challenging topics facing leaders today and learn why WPP’s Rob Reilly says human creativity is under fire—and more essential than ever.

Creativity Meets Capital

As marketers face mounting pressure to prove return on investment, we explore how CMOs and CFOs are aligning to create long-term value for their organizations.

Charlie Smith attends Nothing Technology’s New York City launch event at Hero on September 28, 2026 in New York City.

Retail

Nothing’s brand chief is fed up of ‘boring and generic’ smartphone ads—he shares his marketing strategy for taking on Samsung and Apple

By Sam BirchallOctober 20, 2026

Asmita Dubey is the chief digital and marketing officer, at L'Oréal

Europe

As AI reshapes the consumer journey, L’Oréal is rethinking its marketing engine

By Kirsty McGregor and Francesca CassidyOctober 6, 2026

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

Building a Brand in the Agentic Age

As AI agents reshape commerce and consumer decision-making, brands are rebuilding from the ground up—rethinking creativity, data, identity, and purpose to stay visible and relevant in the agentic age.