Alphabet, parent of Google, faced more scrutiny about its position on AI than on its far bigger advertising business, which is more profitable than ever despite its heavy investments in infrastructure ...

Part of the Marketer's Toolkit 2025, this report dives into the Voice of the Marketer survey data, to explore broader marketer thinking on budgets, media channels, measurement and investment plans.

Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

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 ...

The Super Bowl has always attracted big ad money and this year is no different, with reports that some 30-second spots have sold for a record $8m, an indication of just how much live sport and event ...

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 separation of brand and performance advertising has led to siloed thinking, short-termism and declining returns. Pursuing an integrated approach to these activities – covering strategy, media, ...

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 ...