Fear, driven by cultural shifts or global crises, can significantly impact how audiences perceive a brand's trustworthiness, relevance and value – brands that ignore these shifts risk losing ground to ...

The shopping habits of luxury consumers continue to evolve, with research suggesting that logos and overt status are becoming less important and that many buyers now prefer to “purchase memories” in ...

Provides an overview of the key datapoints that advertisers need to know about TikTok, spanning investment, consumption and performance insights. Global TikTok ad revenue forecast to reach $32.4bn, an ...

The race for profitable growth and value creation in Asia is more nuanced and difficult than ever. By adopting the Pace Principle, Asian marketers can manage the “twin paces” of growth and unlock ...

At the core of an effective martech stack lies a robust real-time data infrastructure. This begins with an event streaming platform that can handle massive volumes of user interactions with minimal ...

The author has researched hundreds of brands to understand entertainment and selected the top 20 brands, codifying their strategies and tactics, to create a set of 8 archetypes which offer a framework ...

Strengthening brand positioning by ensuring its relevance for the future, as Dove's celebrates the 20th anniversary of the Campaign for Real Beauty Business Objective: Strengthen Dove's brand equity, ...

Lego outperformed Barbie in last quarter of 2023 on Walmart. The toys and games digital commerce space was dominated by Mattel’s Barbie in 2023 in light of the release of the live action movie on the ...

Ahead of the EURO 2024, German football is in the middle of a crisis: The national team’s poor performance, poor results and the poor mood of the fans are crushing any euphoria about the first big ...

For most brands, the Big Game is a chance to reach an audience of +100M 1. For beer brands, it’s a chance to reach an audience of +100M during one of the biggest beer drinking occasions of the year 2.

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 ...