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

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 ...

This report showcases five key ideas in effectiveness thinking that we’ve examined this year and where we think they're going next. At Cannes Lions, Morgan took to the stage with Jon Evans of ad ...

Supermarkets’ premium own labels set the pace during the recent Christmas period as UK shoppers looked for value; nine in ten households bought at least one of these lines during December, according ...

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

This paper, created in collaboration with TikTok, illustrates how brands can achieve positive business effects from focusing on relevance and provides a framework for creating content and ads that are ...

Shines a spotlight on the facts as well as the feelings around audio to smash these barriers apart and highlight audio’s unique qualities as a marketing channel. In 2024, Audio will account for 24.5% ...

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 ...

Lifebuoy Pride was first introduced in 2021 under a COVID-19 context that focused more on Safety in Love for the LGBT community. With the successful launch, #Safety4All has become one of... We’re long ...

Fast food brand McDonald's drove record levels of brand love amidst a challenging commercial landscape in the UK with an emotional advertising approach.

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

Dull advertising does not deliver the marketing intent and stems from accountability sinks – but creative development and evaluation can identify and remedy dull ...