Chinese social media apps are picking up thousands of new self-titled #TikTokrefugees: Xiaohongshu, known in the US as RedNote, and ByteDance’s Lemon8 rocketed to the top two spots of the Apple App ...

Neuro-Insight’s Rosie M Pritchard explores which creative variables within TV advertising are the most successful at driving memory, eliciting high relevance and impacting emotion, in a collaboration ...

In 2025, media planning expertise will be at a premium as brands navigate a dizzying array of media formats, channels and platforms.

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

When a brand’s tagline enters the popular vernacular, you know it’s a winner. Over the past 20 years, “Should’ve gone to Specsavers” has become such a cultural meme, as well as being the source of a ...

This research, developed by WARC Advisory and MSQ, examines the role of rituals in our lives as consumers and the opportunities brands can unlock to observe, facilitate and participate in those ...

For decades, brand marketing dominated the advertising landscape. Businesses built recognition and trust through cultural relevance, clever advertising, catchy slogans and memorable logos. However, ...

With inflation cooling and consumers reaching their limit on paying higher prices, CPG brands are beginning to reappraise price-driven growth strategies. Consumers are showing a stronger desire to age ...

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns.

Sustainable living needs to be seen as desirable and aspirational to truly scale: rebrand sustainable lifestyles by showcasing positive visions of a future that people are motivated by. Brands like ...

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 ...

This article explores how prioritising creativity is essential for building future demand and driving greater long-term success, supported by research from James Hurman and other studies. In his ...