AI is expensive to build and run, the theory goes, and requires specific chips from specific companies – all of these ideas appear to have been disproved with the rise of DeepSeek, an AI start up ...

In the CSD category, no other brand has stronger association with meal ocassions than Coca Cola. While Coca Cola has become a household name for consumption during in-home meal moments, there is still ...

Neuro-Insight’s Rosie M Pritchard explores which creative variables within TV advertising are the most successful at driving memory, eliciting high relevance and impacting emotion, in a collaboration ...

For decades, brand marketing dominated the advertising landscape. Businesses built recognition and trust through cultural relevance, clever advertising, catchy slogans and memorable logos. However, ...

This article explores how prioritising creativity is essential for building future demand and driving greater long-term success, supported by research from James Hurman and other studies. In his ...

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns.

With inflation cooling and consumers reaching their limit on paying higher prices, CPG brands are beginning to reappraise price-driven growth strategies. Consumers are showing a stronger desire to age ...