The expectation that brands should drive growth doesn’t change when the economy slows and spending turns cautious – at these times it might be useful to explore new usage occasions, giving consumers a ...

One of China's influential marketing models is “seeding”, a strategy where users share real experiences and personal recommendations with one another – and it has been used by Rednote/Xiaohongshu to ...

Highlighting trends amongst the campaigns entered into the 2025 Creative Effectiveness Lions. Brands that stick with creative platforms over time achieve greater recognition, loyalty, and financial ...

Offers three lessons for marketers on the effectiveness of influencer and creator marketing. Influencer and creator marketing is a valuable part of modern marketing plans, but a vast majority of ...

Identifies award-winning campaigns that show how a great strategy can transform businesses and brands. Strategists have enabled brands like Johnnie Walker, Snickers and Omo to build strategies based ...

Explores the key issues that will influence consumer purchase decisions across brands and categories over the next year.

Global strategies, campaign updates and trends in new usage occasions. At a time when consumers are prepared to spend and seek joy, create positive associations and seamlessly integrate usage by ...

Considerations around politics and costs are leading to the end of serious content moderation on leading social media platforms, leaving advertisers with some difficult questions to answer.

A resurgence of product-focused ads, combined with evolving consumer habits, suggest the “era of brand is over”, Scott Galloway, professor of Marketing at NYU Stern School of Business, warned at the ...

In an increasingly fragmented media environment, sport is one of the last remaining watercooler moments, drawing mass attention and big spending, but the latest edition of WARC’s Global Advertising ...

Podcast campaigns deliver an average return on adspend of $2.42, according to a study that covered over 530 efforts from more than 230 brands.

Today, we are launching The Multiplier Effect, a wide-ranging report into how businesses are missing out on revenue and profit through an incomplete approach to advertising – in partnership with ...