During Ramadan, consumer behaviors shift towards increased product consumption and engagement with brands offering immersive experiences that connect audiences to wider communities. Almarai Food and ...

WARC’s GEISTE framework examines global trends via six key lenses, identifying the major macro-level shifts that will shape the world in 2026.

Most strategists say strategy is at a crossroads and 62% say it’s treated as expendable, often baked in as “gift with purchase”. The data suggests a sizeable slice of ‘upstream’ work is moving to ...

Our latest advertising spend forecast – published today – expects the global ad market to grow by 7.4% to a total of $1.17trn this year, an uptick of 1.2 percentage points (pp) since our last ...

Influencer marketing is booming, with brands spending huge sums in this channel, but campaigns are frequently failing to deliver. Influencer marketing spend is forecast to hit US$44bn in 2025 as ...

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

Every flavour all at once: How Heinz's sauce obsession created a product that helped sell many more. As this year's APG theme is 'every flavour of strategy', it seems fitting to be submitting a paper ...

The key to success is to move from a fragmented approach to a unified go-to-market model that presents a coherent, consistent experience to buying groups from brand to demand, no matter where they are ...

Marketers could benefit from assessing their position on the “Data-Obsession Index” to make sure they are not leaning too heavily into performance-led strategies that undermine long-term growth. Chris ...

This article is the second in a four-part series evaluating the extent to which paid media budgets could shift toward AI platforms. Other articles focus on search, retail media and agentic media. AI ...

Creativity is often described as brave or risky, but this hides another pitfall: when businesses play it too safe, brand value erodes, leaving them less resilient when real crises come, according to ...