The expectation that brands should drive growth doesn’t change when the economy slows and spending turns cautious – at these times it might be useful to explore new usage occasions, giving consumers a ...

Newsrooms, who are in the business of hard facts, have struggled to marry traditional AI tools with accuracy but some are now using the technology to retrieve information instead, a method that can ...

One of China's influential marketing models is “seeding”, a strategy where users share real experiences and personal recommendations with one another – and it has been used by Rednote/Xiaohongshu to ...

Offers three lessons for marketers on the effectiveness of influencer and creator marketing. Influencer and creator marketing is a valuable part of modern marketing plans, but a vast majority of ...

Highlighting trends amongst the campaigns entered into the 2025 Creative Effectiveness Lions. Brands that stick with creative platforms over time achieve greater recognition, loyalty, and financial ...

Identifies award-winning campaigns that show how a great strategy can transform businesses and brands. Strategists have enabled brands like Johnnie Walker, Snickers and Omo to build strategies based ...

McDonald's, a fast-food brand, aimed to engage the growing cycling community in the Philippines by creating a cyclist-friendly experience across its stores and boosting sales from cyclist visits.

Kerrygold, a butter brand, encouraged purchase intent by pairing Spotify playlists with Kerrygold meal ideas to create food soundtracks for US consumers.

The ultimate mission for marketers is to make a brand or product the easiest choice for every buyer, at any moment, within its category. While the pursuit of sales and consumer engagement often leads ...

Global strategies, campaign updates and trends in new usage occasions. At a time when consumers are prepared to spend and seek joy, create positive associations and seamlessly integrate usage by ...

As AI-led media investment becomes the talk of the industry (at least on the tech side), the rubber is hitting the road on the question of how much systems like Meta’s Advantage+ and Google’s PMAX ...