Biscuit brand Oreo leveraged Indians’ belief in superstitions to cement its brand in Indian culture with the Bring Back 2011 campaign, securing earned PR and growing sales value by 22%.

Fear, driven by cultural shifts or global crises, can significantly impact how audiences perceive a brand's trustworthiness, relevance and value – brands that ignore these shifts risk losing ground to ...

The shopping habits of luxury consumers continue to evolve, with research suggesting that logos and overt status are becoming less important and that many buyers now prefer to “purchase memories” in ...

With a global recession looming in the wake of President Trump’s tariffs, what should marketers be doing to protect their brands? There was already an expectation that tariffs would lead to inflation ...

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

CMOs who want their efforts to contribute to their organization’s growth would benefit from embracing how the 4Ps can inform their strategies. This is the third in a series from Quatical’s Marc ...

The future of luxury isn’t about selling expensive things, it’s about selling a feeling, an identity, and a story, writes Assembly’s Kashif Dalvi. Luxury isn’t what it used to be. For years, the ...

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

Have we forgotten the fundamentals of marketing effectiveness, asks Andrew Lipsman, an independent analyst and founder of Media, Ads + Commerce. There’s a recent talking point that’s been circulating ...

Doing more with less is a familiar demand on marketers, and budgets are rarely all that they might hope: however, there are several key principles that help maximise the impact of advertising even ...