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 ...

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 ...

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 ...

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.

Staatsloterij, the Netherlands state lottery, put emotional storytelling front and centre to win the hearts, minds and wallets of the Dutch public.

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.

McCann New York and Microsoft’s ‘ADLaM: An Alphabet to Preserve a Culture’ was the most awarded campaign for effectiveness in 2024, while Leo India and Mischief @ No Fixed Address, New York were the ...

In this exclusive interview for WARC’s annual Marketer’s Toolkit, Les Binet – Group Head of Effectiveness at adamandeveDDB and a leading researcher on marketing effectiveness – speaks to WARC’s Anna ...

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.