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 ...

Canlas: Correct. The more the marketers can tie it to the key KPIs that the broader C-Suite is measured on – from a finance standpoint, it's typically just three things: top line, bottom line and cash ...

We set long- and short-term metrics so that we can have a good pulse on knowing where we are. Particularly in our case, where we are on this trajectory of more long-term thinking and brand-building, ...

A strong CMO knows it’s crucial to build a relationship with the organization’s CFO and CEO. WARC US Commissioning Editor Cathy Taylor interviews Ian Borden, McDonald’s Global Chief Financial Officer, ...

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, ...

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 ...

The EU has issued fines of €200m to Meta and €500m to Apple for breaches of the Digital Markets Act, the first application of new rules that come amid escalating political tensions between Europe and ...

Moensie Rossier of Principals argues that branding is essential even for “low-touch brands” which also need to actively build trust and relevance by demonstrating their value and engaging with the ...

Seven in ten line extensions in the consumer packaged goods industry fail within three years, according to a study from a team of researchers at the Ehrenberg-Bass Institute of Marketing Science.

A new paper from the Ehrenberg Bass Institute claims heart rate monitors might be the gold standard for measuring ad attention, but what if they’re asking the wrong question altogether? Lumen’s Mike ...