Based on analysis from a survey of 300+ marketers worldwide, this report offers quantitative evidence that shows applying the ABE Framework helps instil a culture of creative effectiveness at brand ...

Generation Alpha (Gen A) – those born after 2010 – are not only tomorrow's consumers, but also have a significant influence on family decisions and spending today. Generation Alpha (Gen A) – those ...

This report spells out the media landscape marketers face, and the clear benefits that a well-thought out Earned Media strategy can offer brands.

An overview of WARC's latest advertising spend forecasts by medium, product sector and media owner in 100 markets worldwide. WARC’s latest global projections show that the ad industry is on track for ...

Artificial intelligence is set to transform how brands engage consumers, but a careful balance with human modes of connection is required. Artificial intelligence (AI) is top of mind, and on the tip ...

A majority of marketers – 58% – are planning to engage with generative AI tools, with copywriting and creative versioning among the most popular applications. Marketers need to ensure their use cases ...

Sales promotions serve as an essential link between enterprises and consumers in the realm of marketing activities. Our study reveals a powerful connection between the framing of promotion information ...

Privacy concerns may influence many choices consumers make. However, their expressed concerns are sometimes inconsistent with their information-sharing and privacy ...

How does a challenger brand make a comeback when knocked down from its hard-earned #2 spot? This is the question POND’S Men, a men’s skincare brand, asked itself while battling not only a market ...

Oreo, every kid’s favourite cookie, is best had with a twist, lick and dunk – in milk. But, the power of the Oreo brand is re-energised often, dunked in culture as a power ...

The efficacy of an adopted methodology correlates with the commitment of participants to engage in the inquiry (Henry et al., 2016; Saunders & Kulchitsky, 2021; Silber et al., 2023). Not surprisingly ...

Ongoing advancements in digital media have heralded a new era of connected video experiences, revolutionising how brands connect with audiences. This shift offers advertisers unique opportunities to ...