When Andrew Ehrenberg and his colleagues first proposed the idea that most advertising is ‘mere publicity’ back in the 1990s, the marketing and advertising worlds mostly ignored them. It wasn’t just ...

In this first episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Mike Menkes, SVP, Analytic Partners, discuss how organizations can measure and prove how and where their ...

Variants of a product, i.e. its various flavours, forms or pack sizes, attract rather different levels of loyalty. But although loyalty is a marketing buzzword, these differences in variants' loyalty ...

02:10 – What does the business model program do? 03:10 – Defining the business model of the creative industry, and the problems with it 09:23 – The billable hour 12:38 – Holding companies reflect the ...

Summertime in Australia is a sea of advertising, particularly amongst QSRs positioning to be Aussies' summer go-to. For Macca's biggest deals campaign of the year, '30 Days 30 Deals', we knew we could ...

Reviewing a brand’s value proposition provides a helpful process for protecting volume sales in a period of pricing pressure. October 2022 marked the highest inflation rate in the UK for 40 years at ...

Changes to performance marketing include measurement metrics and increased complexity in media with multiple channels becoming more addressable and shoppable – this is in addition to the rise of ...

Amazon remained the biggest US ad spender in 2023, with Temu and Shein skyrocketing into the top ten list as newcomers to the rank, according to market intelligence firm SensorTower. Temu – owned by ...

The full deep-dive deck is exclusively available to WARC subscribers only. This WARC Guide provides a summary of new thinking and best practice on performance marketing, addressing: ...

Google’s proposed cookie replacement technology, the Privacy Sandbox, has key flaws that could allow users to be identified, according to a draft report from a major regulator.

Can advertising help promote greener behaviours? From the very first time this question came up with our partners at ITV, we believed the answer to be yes. For starters, plenty of research tells us ...

L'Oréal Vietnam's revamped marketing strategy aims to address the evolving and complex skincare landscape, fostering trust and simplicity while leveraging the power of entertainment and impact.