This WARC Guide provides a summary of new thinking and best practice on making the case to the C-Suite. As with past economic shocks, from the COVID-19 pandemic to the 2008 banking crisis, marketing ...

This fourth annual survey from the US agency Boathouse looks at how US CEOs perceive their CMOs, and the role of marketing, within their organizations. While CEOs generally hold their CMOs in high ...

Looks at how measuring all aspects of marketing activity – including external factors outside marketing’s control – can lead to not only better marketing but stronger internal buy-in for its role.

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

Introduction Heavily contested presidential elections all over the world in the last decade highlight the importance of marketing during an electoral campaign. For example, the cost of the past four U ...

Highlights emerging trends in media and creative measurement, covering: the growth of marketing experiments; the price measurement gap; and the rise of AI-powered creative testing.

New research reveals Gen Z is redefining Britain's drinking culture through mindful consumption and experiential preferences, challenging the notion that young people are abandoning alcohol altogether ...

Quick-service restaurants (QSR) need to adapt their pricing and menu strategies in response to global supplier price adjustments caused by tariffs. The QSR industry in Southeast Asia can expect second ...

Garnier Men, a personal care brand, aimed to disrupt India's soap-dominated grooming market and redefine male skincare habits through an engaging campaign that leveraged the cultural significance of ...

Moti Soap, a soap brand, revitalised its brand connection with younger audiences in Maharashtra during Diwali by modernising its traditional messaging through a contemporary music campaign. Moti Soap, ...