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  • Rihanna empowers women with Puma
  • Rihanna empowers women with Puma
    Puma (2014) ©

Rihanna empowers women with Puma

Following in the footsteps of Beyoncé, whose partnership with Topshop will see the singer designing a line of athletic wear, Rihanna has become Puma's creative director. Her remit? To blaze the way for a new generation of women as the face of Puma's Women's Training.



  • Article image PewDiePie: why 30 million teens watch a guy play video games

    PewDiePie is the most subscribed channel on YouTube, and its creator makes more than £2 million a year on ad sales. He's one of YouTube's elite – a new generation of hyper-influential media moguls. But why are 30 million teens watching a stranger play video games?

  • Article image The rise of the celebrity 'expert'

    Authority is slipping away from 'traditional' experts – and into the hands of celebrities. But is 'standing out' from a sea of products as simple as putting a famous face on a brand?

  • Psychology of celebrity endorsements Psychology of celebrity endorsements

    With so many celebrities endorsing multiple products, a study has examined the psychology behind the way people associate brands and celebrities. It found that brands that have either a strong or weak connection to the celebrity are the most memorable.

  • Article image Guestlist branding: how Samsung tapped marketing's Holy Grail

    Collaborating with Samsung for the release of his new album, Jay-Z's becoming a media empire – making revenue for himself, kudos for Samsung, and social currency for his fans.