This report summarises what we at WARC learned from Creative Impact 2025, and the wider Festival. As the pressure grows to sell creative brand-building to the C-suite, understanding how an ...

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 ...

Apple, the Cannes Lions Creative Marketer of the Year, believes AI will be “the best creative partner” the industry has seen but it can never supplant human creativity.

Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success ...

Unilever, the FMCG giant, led a project to discover how a consumer’s understanding of premiumization has shifted over time, uncovering important lessons for brands that are working to develop ...

With a 12.4% share, YouTube has remained at the top of a Nielsen report that tracks US TV viewing by media companies for the third month in a row, proving its dominance in living rooms and its value ...

The growth of marketing experiments, the price measurement gap, and the rise of AI-powered creative testing are the three core themes of The Future of Measurement 2025, a report that explores the ...

Advertising has a breaking news problem: despite bigger audiences and more news than ever before, it is not converting into advertising revenue; the trend connects to one of advertising’s biggest ...

Most of your potential customers are not currently in-market, sometimes even the vast majority as in B2B purchasing – but having repeated this “rule” many times, we thought it was time to get back to ...

Efforts aimed at diversity, equity and inclusion (DEI) fell to dead last in a list of 14 strategic business priorities for 2025, according to an annual survey of US CEOs by US agency Boathouse. The ...

The future of luxury isn’t about selling expensive things, it’s about selling a feeling, an identity, and a story, writes Assembly’s Kashif Dalvi. Luxury isn’t what it used to be. For years, the ...