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 ...

Chinese brands have moved from “cheap and fast” to innovation-led challengers. Yet, while R&D and supply-chain excellence drive rapid global expansion, many still lack the emotional brand power needed ...

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 ...

Apple, the Cannes Lions Creative Marketer of the Year, believes AI will be “the best creative partner” the industry has seen but it can never supplant human creativity.

Search is set to account for more than a fifth (21.5%) of the ad market this year, with spend rising 7.4% to $248.6bn despite regulatory threats; and 6.8% next year, by which time the market would be ...

Google has pivoted hard into AI, which now forms a critical part of its experience, and when Google makes changes, the impact is felt across the web, from users to publishers to advertisers; as AI ...

Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success ...

With a 12.4% share, YouTube has remained at the top of a Nielsen report that tracks US TV viewing by media companies for the third month in a row, proving its dominance in living rooms and its value ...

While streaming ads do not necessarily have a detrimental impact on the viewer experience, bad ad experiences frequently do, a study has found. Why the ad experience matters Advertising impact is ...

It’s time torecognise attention not just as a metric, but as a structural condition of modern advertising, one that has been extensively validated against business outcomes. In today’s media ...

AI tools bring new speed and scale to measurement, but advertisers still lack a complete framework for understanding advertising ROI, writes Paul Stringer, introducing The Future of Measurement 2025.