Burberry, Meta and Sky: This Week's Top Five Stories

Febreze Launches FIFA World Cup 2026 Marketing Campaign

Amid the FIFA World Cup 2026, Febreze has launched a new football-inspired campaign in partnership with Major League Soccer (MLS) and comedian Trevor Noah. 

The ‘Can’t Wash This’ campaign focuses on managing odours in cars, on sofas and at watch parties – with soft surfaces picking up odours as the focus on football grows, without being able to go in the wash.

The campaign includes key partnerships and creator-led content while also bringing the campaign into real MLS clubs. 

Burberry Launches ‘Escape to the Countryside’ Campaign

Burberry welcomed audiences into July with the reveal of its Fall 2026 collection, which features the fashion debut of musician Moses Martin. The hero film follows a group of friends escaping city life and opting instead for a picturesque summer getaway to the country, filled with a light carefree tone and designed to highlight the luxury of taking life slowly.

The campaign has been rolled out on the company’s global social media platforms, with many fashion magazines such as fashionela already labelling the combination of timeless and modernisation a strong strategy from Burberry, seeing them both welcome back their target audience and open the market to a new demographic.

Meta Appoints New Chief Marketing Officer

Meta has appointed Denise Moreno as its new Chief Marketing Officer – replacing Alex Schultz, who had held the role for close to six years. 

Alex, who also previously served as Meta’s Vice President of Analytics, will be taking on the newly created role of Chief Data Officer. 

Commenting on her appointment, Denise says: “I've spent 17 years at Meta, starting out running email marketing and growth experiments and growing alongside some of the most talented people I've ever worked with. Stepping into this role is the honour of my career.”

Sky-ITV Deal Targets Ad Market Control

Sky has agreed to acquire ITV's broadcast channels and streaming service for £1.6bn (US$2.13bn) in a transaction that could reshape how advertisers reach UK audiences. The deal, announced on 6 July, merges the nation's largest free-to-air commercial broadcaster with its dominant pay-TV operator.

The combined entity will control more than 70% of the UK television advertising market, including contracts for third-party broadcasters. This concentration of advertising inventory comes as traditional TV networks lose commercial revenue to streaming platforms and YouTube.

Shares in ITV rose 1.2% to 83 pence following the announcement. The stock has declined 36% over five years as the company struggled with a weakening advertising market

Virgin Atlantic Appoints New VP of Brand and Marketing

Virgin Atlantic has appointed Sophie Woodford its new Vice President Brand and Marketing after the departure of Annabelle Cordelli, the previous Vice President who held the role for seven years. 

Officially starting her role on 9 July, Sophie will be responsible for strengthening the Virgin Atlantic brand and overseeing end-to-end marketing delivery, including customer growth and performance.

The newly appointed VP says: “I am incredibly proud to take on this role at such an exciting time for Virgin Atlantic. Our brand is known for its unmistakable personality, sense of fun and reputation for doing things differently, and I can’t wait to work with our brilliant teams to bring that spirit to life in fresh, creative ways that inspire customers and drive long-term growth.”