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 ...

The three largest media owners in the world, Alphabet, Amazon and Meta, already control over half of the global ad market, excluding China, according to WARC Media's latest Q1 2025 global ad forecast.

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more ...

Coca-Cola has taken an early leadership position in AI with initial activations in 2023 and now in ‘24 with an AI-generated Christmas spot (alongside other customer-facing uses of the technology) – ...

Inconsistency costs brands up to £470m this year, new research from System1 and the IPA suggests, with brands that demonstrate consistency counting the benefits of creative wear in through greater ...

The Feed. Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

An overview of WARC's latest advertising spend forecasts by medium, product sector and media owner in 100 markets worldwide. WARC’s latest global projections show that the ad industry is on track for ...

Why is this work relevant for Creative Effectiveness? Hertog Jan used a small media investment (5% SOV) to achieve market-leading impact. Instead of outspending competitors like Heineken (who ...

Putting peer-reviewed, in-market GenAI synthetic research tools to the test by stacking process, inputs/outputs, insights, and directional strategy against traditional organic methodology. If ...

At over 400 million strong, the Indian middle class isn’t just a consumer segment but far more. Their ever-increasing disposable income, evolving aspirations, and changing cultural values—all ...

Google’s search business has contributed an average of 1.3 percentage points to annual global ad spend growth over the last decade, WARC Media’s latest global ad spend forecast reveals. However, that ...