Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

At the height of his footballing powers, Thierry Henry fronted a Renault Clio campaign in which he demonstrated not just his own brand of effortless cool, but also that he innately understood media ...

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

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 ...

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

The number of people working in UK agencies increased marginally in 2024 while staff turnover dropped more significantly, according to the IPA’s 2024 Agency Census.

Part of WARC’s Evolution of Marketing programme, The Future of Media highlights trends in media planning, advertising investments and the media ecosystem. Media diversity provides new opportunities ...

This article approaches content marketing on Xiaohongshu (or Rednote) with advice to prioritise UGC over PUGC and then BGC, particularly for brands entering the Chinese market. As consumers demand ...

This paper, created in collaboration with TikTok, illustrates how brands can achieve positive business effects from focusing on relevance and provides a framework for creating content and ads that are ...

Shines a spotlight on the facts as well as the feelings around audio to smash these barriers apart and highlight audio’s unique qualities as a marketing channel. In 2024, Audio will account for 24.5% ...

In a rapidly transforming advertising landscape, 2025 marks a defining moment for the industry, writes GroupM’s Kate Scott-Dawkins. 2025 and beyond is set to be an exciting time to work in advertising ...