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 ...

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 ...

This research, developed by WARC Advisory and MSQ, examines the role of rituals in our lives as consumers and the opportunities brands can unlock to observe, facilitate and participate in those ...

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 ...

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 ...

When a brand’s tagline enters the popular vernacular, you know it’s a winner. Over the past 20 years, “Should’ve gone to Specsavers” has become such a cultural meme, as well as being the source of a ...

Consumers in Malaysia continue to face economic challenges despite inflation easing slightly but OMD’s Kiron Kesav says the DEAL framework allows brands to capitalise on consumers’ desire to reward ...

Consumer trust in Reliance Retail and its deep store reach are powering local brands and seeding future product categories, as India’s retail giant leverages its huge customer base to crunch data and ...