Highlighting trends amongst the campaigns entered into the 2025 Creative Effectiveness Lions. Brands that stick with creative platforms over time achieve greater recognition, loyalty, and financial ...

One of China's influential marketing models is “seeding”, a strategy where users share real experiences and personal recommendations with one another – and it has been used by Rednote/Xiaohongshu to ...

Global strategies, campaign updates and trends in new usage occasions. At a time when consumers are prepared to spend and seek joy, create positive associations and seamlessly integrate usage by ...

Trends and fads, especially around single products, can make money – but whether they point to something significant about the world (or about how to do business in the world) is much trickier; ...

A growing cost-of-living gap, consumers’ proactive approach to health, and the emergence of alternative social activities are among the biggest trends influencing consumer spending this year, ...

As AI-led media investment becomes the talk of the industry (at least on the tech side), the rubber is hitting the road on the question of how much systems like Meta’s Advantage+ and Google’s PMAX ...

Procter and Gamble’s Q4 and full-year results suggest that shoppers in rich countries are feeling the pinch and slowing down their buying, especially on discretionary items, as both lower-income and ...

Explores the key issues that will influence consumer purchase decisions across brands and categories over the next year.

The widening wealth gap is causing a divergence in consumer spending habits; in the US, the wealthiest 10% of households now account for almost half of consumer spending. Social media, influencers, ...

An overview of WARC's latest advertising spend forecasts by medium, product sector and media owner in 100 markets worldwide.