What's Happened in Marketing in May 2026? Major News, Trends & Campaigns
- Georgia Smith
- 2 days ago
- 4 min read
Marketing moves fast, but we move faster. As we move into the Summer, we’re keeping tabs on the big changes happening in the world of marketing.
From campaigns heating up for the World Cup in a couple of weeks to stunts that shine a spotlight on the natural world, this month is all about collaboration.
Here’s what happened!
National Geographic campaign causes a buzz
National Geographic have collaborated with Meanwhile agency to build and place bee houses throughout the city of Manchester.
Crafted from sustainable wood (a cedar that had recently been felled), these “bee hotels” are helping them promote a new documentary with Disney called “Secrets of the Bees” - aimed at highlighting how intelligent and important the creatures are for the ecosystem.
But the bee hotels also provide a place of rest for hundreds of pollinators in the city. That’s what we love about it - it’s a smart campaign that not only promotes a product and message but is actually functional in the real world.
We hope to see some longevity in the campaign, which would mean maintaining these hotels for at least the next couple of years, which would make it feel truly impactful.
Creative director at Meanwhile, Rachel Miles, says,
“We’re buzzing to be part of this project. Our ambition is to encourage people to plant their own mix of shrubs and perennials to support bee populations and create a positive impact”.
England turns to nostalgia for their 2026 World Cup squad announcement
Are you ready to hear “it’s coming home” for the next two months? Well, strap in because the marketing has just begun to pick up speed for this year’s FIFA World Cup.
With the official Three Lions England squad just announced a couple of weeks ago, the selection has been made official with a slick and nostalgic video that combines the melodic tunes of one of the nation’s biggest exports (The Beatles) with the energy and anticipation of England’s biggest sporting event on the global stage.
Check out the video directed by Keane Shaw and Pete Martin below.
Set to the backdrop of Come Together, this 26-player squad announcement, picked by Thomas Tuchel, feels elevated and cool.
However, when you dig a little deeper, it feels less rooted in England, literally. The footage was shot in New York and features shots of line dancing, which feels deeply American. Is this a nod to where the World Cup is being held? Probably, but we’d have loved England to feature in the England squad announcement video.
Robert Pattinson collabs with French beer brand 1664
Do you feel in “Unquestionably Good Taste”? That’s the global campaign name for the newest collaboration between the premium French beer brand 1664 and British acting superstar Robert Pattinson.
The campaign hero is a x-minute video ad that sees Pattinson play three characters, all of whom have a different take on “unquestionably good taste”, that is, until they start discussing 1664. Watch the full advertisement here.
Through the Carlsberg Group’s own words, the campaign is “designed to reinforce the brand’s premium positioning while celebrating the subjectivity of modern taste.”
“The idea behind Unquestionable Good Taste is that while we may never see eye to eye on what defines good taste, realising that you can agree to disagree creates a healthy discourse for debate.”
The video itself was filmed in Paris and directed by Brady Corbet through Magna Studios (you might also know him as the director of the Oscar-winning epic The Brutalist).
They’ve definitely chosen the right ambassador in Pattinson, who exudes charm and exceptional talent in every he does, including this ad. We also like the emphasis on respectfully agreeing, something that feels less evident in the modern world.
Celebrations for David Attenborough’s 100th birthday
Happy 100th birthday, Sir David Attenborough! The English Broadcaster, natural Historian, and all-around nature advocate has now spent 10 decades on this earth.
His birthday was marked with a slew of wonderful celebrations and campaigns. Some of them included:
Stratford-upon-Avon Butterfly Farm releases 100 blue morpho butterflies into the attraction's Rainforest Flight Area.
The BBC rents huge digital ad screens in Picadilly Circus to honour Attenborough’s birthday and contributions. The BBC also announced that Attenborough would narrate Blue Planet III.
A major gala celebration at the Royal Albert Hall, attended by Attenborough and William, Prince of Wales. The event featured music from his documentaries, guest appearances, career stories, and birthday tributes from celebrities and conservationists.
And even more! The owner of the Butterfly farm said this of Attenborough:
"Sir David Attenborough has inspired generations to care deeply about wildlife and the environment. “
LinkedIn thinks about implementing vertical video feeds after initial testing
LinkedIn is expanding its push into short-form video with tests of a new full-screen vertical video experience that looks increasingly similar to TikTok, Instagram Reels, and YouTube Shorts.
The company says the feature is designed to make video discovery easier on the platform, with a dedicated video tab, swipeable full-screen clips, and engagement tools built directly into the player.
LinkedIn notes that the experience is still being rolled out gradually and is not yet available to all users (it’s only been tested in the US so far).
The move reflects LinkedIn’s broader effort to capitalise on the growing popularity of video content while giving creators, recruiters, executives, and businesses another way to reach professional audiences.
But it begs the question, do LinkedIn users want this? If there’s not enough differentiation between platforms, that would be dangerous for the organisations in question.
Also, there have been contrary opinions for years over the engagement around video on LinkedIn. What impact would this have on social media teams around the globe? Something to keep your eye on!
Spotify brings disco back with its logo
Is that Donna Summer and Barry White I see on the horizon? Spotify recently sparked a wave of online debate after temporarily replacing its iconic green logo with a glittering disco-ball version.
The redesign was part of the company's “Spotify 20: Your Party of the Year(s)” campaign, celebrating its 20th anniversary, with the new icon appearing for many users across iOS and Android devices.
While some users appreciated the playful throwback aesthetic, others criticised the logo as distracting, confusing, or simply unnecessary.
The reaction was strong enough that Spotify publicly reassured users that the disco-ball logo was only a temporary promotional change and that the classic icon would soon return.
Despite the backlash, the campaign succeeded in generating widespread attention and driving interest in Spotify’s anniversary features.
Should we all go disco? Check out our logo to the right.
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