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 ...

Optimise your media to drive impact safe in the knowledge that we have a 40-year track record of helping brands harmonise, aggregate, verify and evaluate data. Build media strategies that deliver with ...

Today, influencer marketing is a fully-fledged marketing channel with specific traits and the ability to produce positive results. Based on its effectiveness and uniqueness in the marketing mix, many ...

Apple’s annual “Shot on iPhone” Lunar New Year campaign film tells a personal story of a young girl’s journey teased by classmates as "Garlic Nose" against the backdrop of a hyper-idealized, ...

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 ...

Gaming ads viewability exceeds benchmarks in online video and social media, thanks to highly engaged gaming audiences, according to data from Activision Blizzard Media. At the IAB UK Gaming Digital ...

Identifies what sustainability messaging looks like in different regions, which categories are most active in sustainability, and showcases some of the winning work from the Effectiveness 100 rankings ...

Global advertising spend growth is expected to slow versus 2024 forecasts, with the market on course to grow 6.7% this year to $1.15trn, a downgrade of almost one percentage point; the critical factor ...

Tourism to the US is expected to decline as the country’s new administration threatens trade wars, travel bans, and expresses hostility to the sovereignty of erstwhile allies; global brands are ...

Magnum, an ice cream brand, aimed to change consumer perceptions about ice cream consumption in winter in the UK with its "Find Your Summer" campaign, encouraging indulgence even in cold weather.

A desire to escape the chaos of the present and unplug from technology means consumers are now reverting to old electronics that evoke positive emotions and memories. Financial pressures and ...