Explores how an evolving measurement approach, one that embraces real-world data nuances, can help marketers make confident decisions, even when perfect certainty isn’t possible. Marketers are ...

Much has happened since our last forecast in November. A throng of new trade tariffs – with the prospect of more to come – introduced by the second Trump administration has constrained a trading ...

The three largest media owners in the world, Alphabet, Amazon and Meta, already control over half of the global ad market, excluding China, according to WARC Media's latest Q1 2025 global ad forecast.

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 ...

This report, based on Ascential’s "STEPIC" framework, examines the six dimensions of society, technology, economy, policy, industry and creativity, which helped lay the groundwork for the latest ...

Optimise your media to drive impact safe in the knowledge that we have a 40-year track record of helping brands harmonise, aggregate, verify and evaluate data. Build media strategies that deliver with ...

At over 400 million strong, the Indian middle class isn’t just a consumer segment but far more. Their ever-increasing disposable income, evolving aspirations, and changing cultural values—all ...

Putting peer-reviewed, in-market GenAI synthetic research tools to the test by stacking process, inputs/outputs, insights, and directional strategy against traditional organic methodology. If ...

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 ...

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be. Brands should invest in excess share of voice, but the ...

Booking.com is the world's leading brand for booking online accommodation reservations. Its mission is to make it easier for everyone to experience the world, which it accomplishes by staying ...

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 ...