AI is regularly invoked as something that will inevitably change civilisation, but imaginations and category-level marketing are powerful things: as the EU puts into practice a landmark set of rules ...

Pricing strategy plays a critical role in helping brands stay competitive. In the past, foreign brands may have relied on their “global” or “international” halo to drive price premiums, while local ...

Walmart’s US e-commerce sales grew by 17%, while global e-commerce sales grew by 23% year-on-year, according to the company’s latest earnings report. The overall growth in e-commerce earnings was ...

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

This piece delves into promoting accessibility in advertising and providing guidance on how to make advertisements more inclusive for people with disabilities. Accessible marketing is the use of ...

Australia’s national women’s football team, The CommBank Matildas, has gone on a remarkable journey to reach a status beyond a sports team: they’re a cultural phenomenon. Their journey through the ...

Thirty-five years ago, in 1987, Japanese auto maker Toyota launched a luxury car brand in America that it believed could take on the G3 – Germany’s top luxury automakers, Audi, BMW and Mercedes-Benz.

Marketers have become accustomed to thinking about advertising spend according to the two broad buckets of brand-building channels (that build long-term brand equity) and performance-led activation ...

Many consumers are changing their purchase behavior in the tech category due to economic concerns, and brands need to respond accordingly. Consumer tech brands face a significant innovation challenge ...

Global diary giant, Danone, sought Ketchum's expertise to introduce a new way of approaching earned and influencer measurement across their brand portfolio. Previous measurement practices were ...

Mars Wrigley has embarked on a journey to enhance its portfolio with healthier options that cultivate people's need for more physical, emotional and social resilience. To develop this health and ...

CK Prahalad wrote his famous treatise “The Fortune at the Bottom of the Pyramid” in 2004, but there was an individual who recognised the potential of the bottom of the pyramid long before this book ...