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 ...

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 ...

Explores the key issues that will influence consumer purchase decisions across brands and categories over the next year.

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 ...

Staatsloterij, the Netherlands state lottery, put emotional storytelling front and centre to win the hearts, minds and wallets of the Dutch public.

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 ...

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 ...

The Coca-Cola Co., the soft drinks giant, is focusing on weekly consumption levels, brand equity and the profit from its investment as it tracks the impact of its marketing programs.