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 ...

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 ...

A quick overview of TikTok’s US ad business in 2025 ahead of a potential ban. US ad spend on TikTok is set to reach $11.2bn this year, WARC Media forecasts - but much of that revenue is under threat ...

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 ...

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 ...

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% ...

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

Klondike, an ice cream brand, relaunched its long-term tagline of What Would You Do for a Klondike? in the USA by showing up in person to call on people to follow through with what they said they'd do ...

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 ...

Changes to performance marketing include measurement metrics and increased complexity in media with multiple channels becoming more addressable and shoppable – this is in addition to the rise of ...

It’s upfront season, a time to look at where the media industry is headed and changes in the landscape. Right now, it feels like we’re going back to the future: the very unusual media economy that ...

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 ...