When establishing a brand identity, a key question media businesses face is whether their communications should be brand- or content-led. Should they be judged by what they stand for or what they ...

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This study examines the allocation of funds between advertising and sales promotion. In recent years, marketers have been increasingly turning to sales promotion as a seemingly attractive strategy.

The WARC Awards are back for 2025 seeking campaigns that show the world how strategic thinking leads to effective impact for brands and business.

Global social spend is set to total $247.3bn in 2024, up 14.3% year on year, ahead of paid search. Both Facebook and Instagram grew by more than 20% year on year in Q1 2024, and Meta is forecast to ...

Explores the key issues that will influence consumer purchase decisions across brands and categories over the next year.

Latest results from the WARC Effective 100. The WARC Rankings are the ultimate benchmark for marketing, inspiring excellence in creativity, media and effectiveness.

A resurgence of product-focused ads, combined with evolving consumer habits, suggest the “era of brand is over”, Scott Galloway, professor of Marketing at NYU Stern School of Business, warned at the ...

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

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Latest results from the WARC Creative 100. The WARC Rankings are the ultimate benchmark for marketing, inspiring excellence in creativity, media and effectiveness.

The Coca-Cola Co., the soft drinks giant, is focusing on weekly consumption levels, brand equity and the profit from its investment as it tracks the impact of its marketing programs.