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 ...

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 ...

This report highlights key findings from WARC’s annual survey of strategists worldwide and also unpacks three key themes considered pivotal to the future of strategy.

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 ...

Etihad Airways collaborated with Paramount Pictures for ‘Mission: Impossible – Dead Reckoning Part One,’ to reinforce its position as a top-tier airline. Etihad Airways’ innovative campaign, created ...

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 ...

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 ...

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 ...

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 ...

Widespread access to the internet on mobile devices and a growing market of smartphones and tablets, offer both new opportunities and challenges for survey methodology. Simultaneous with the ...

Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the ...