Where Were We and Why Were We There? Şölen, a leading Turkish confectionery company, had introduced its premium brand Amada to the Saudi market in 2013, gaining initial awareness. In 2020, following ...

New research reveals Gen Z is redefining Britain's drinking culture through mindful consumption and experiential preferences, challenging the notion that young people are abandoning alcohol altogether ...

AI tools bring new speed and scale to measurement, but advertisers still lack a complete framework for understanding advertising ROI, writes Paul Stringer, introducing The Future of Measurement 2025.

Traditionally, moms would have no choice but to let their kids watch foreign content that moved them further away from their native language Gluco Kahani broke the norms by introducing high-quality ...

This WARC Guide provides a summary of new thinking and best practice on making the case to the C-Suite. As with past economic shocks, from the COVID-19 pandemic to the 2008 banking crisis, marketing ...

This report spells out the media landscape marketers face, and the clear benefits that a well-thought out Earned Media strategy can offer brands. Earned Media excels at generating culturally salient, ...

This fourth annual survey from the US agency Boathouse looks at how US CEOs perceive their CMOs, and the role of marketing, within their organizations. While CEOs generally hold their CMOs in high ...

Looks at how measuring all aspects of marketing activity – including external factors outside marketing’s control – can lead to not only better marketing but stronger internal buy-in for its role.

Food and grocery delivery platform Foodpanda tapped the kawaii or cute phenomenon in Asia by adopting an adorable furry creature as its mascot to power its branding. Food and grocery delivery services ...

Visa, a financial services brand, aimed to strengthen its connection with Gen Z in Asia by transforming Spotify into a personalised travel guide through its Travel Your Music campaign. In a region ...

Introduction Heavily contested presidential elections all over the world in the last decade highlight the importance of marketing during an electoral campaign. For example, the cost of the past four U ...

Bennett (1977) states that every candidate running in a political election finds themself between two opposing requirements: ritual and pragmatic. On the one hand, the electoral "ritual" refers to ...