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 ...

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 ...

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 ...

Apple, the Cannes Lions Creative Marketer of the Year, believes AI will be “the best creative partner” the industry has seen but it can never supplant human creativity.

It’s estimated that APAC accounts for 43% of total exports to the US: with tariff uncertainty wreaking havoc on business plans, now is the time to explore new avenues for growth. That’s according to ...

Google has pivoted hard into AI, which now forms a critical part of its experience, and when Google makes changes, the impact is felt across the web, from users to publishers to advertisers; as AI ...

Unilever, the FMCG giant, led a project to discover how a consumer’s understanding of premiumization has shifted over time, uncovering important lessons for brands that are working to develop ...

Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success ...

It’s time torecognise attention not just as a metric, but as a structural condition of modern advertising, one that has been extensively validated against business outcomes. In today’s media ...

In a world saturated with trends, how can brands create campaigns that truly resonate and leave a lasting mark on culture? The WARC Awards 2025 for Asia-Pacific offer a compelling answer: it's not ...

The growth of marketing experiments, the price measurement gap, and the rise of AI-powered creative testing are the three core themes of The Future of Measurement 2025, a report that explores the ...

Contrary to assumptions that Google benefits from brands still relying on last-click attribution, new research suggests both Performance Max and Paid Search are undervalued by measurement tools.