In 2025, media planning expertise will be at a premium as brands navigate a dizzying array of media formats, channels and platforms.

Chinese social media apps are picking up thousands of new self-titled #TikTokrefugees: Xiaohongshu, known in the US as RedNote, and ByteDance’s Lemon8 rocketed to the top two spots of the Apple App ...

For decades, brand marketing dominated the advertising landscape. Businesses built recognition and trust through cultural relevance, clever advertising, catchy slogans and memorable logos. However, ...

Part of WARC’s Evolution of Marketing programme, The Future of Media highlights trends in media planning, advertising investments and the media ecosystem. Media diversity provides new opportunities ...

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns.

This research, developed by WARC Advisory and MSQ, examines the role of rituals in our lives as consumers and the opportunities brands can unlock to observe, facilitate and participate in those ...

When a brand’s tagline enters the popular vernacular, you know it’s a winner. Over the past 20 years, “Should’ve gone to Specsavers” has become such a cultural meme, as well as being the source of a ...

With inflation cooling and consumers reaching their limit on paying higher prices, CPG brands are beginning to reappraise price-driven growth strategies. Consumers are showing a stronger desire to age ...

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive ...

Sustainable living needs to be seen as desirable and aspirational to truly scale: rebrand sustainable lifestyles by showcasing positive visions of a future that people are motivated by. Brands like ...

This article explores how prioritising creativity is essential for building future demand and driving greater long-term success, supported by research from James Hurman and other studies. In his ...

This report showcases five key ideas in effectiveness thinking that we’ve examined this year and where we think they're going next. At Cannes Lions, Morgan took to the stage with Jon Evans of ad ...