OpenAI’s move into advertising raises a bigger question for marketers than whether ads will work: whether AI search represents an incremental audience, or just a new way to speak to the same audience?

When it comes to developing highly effective marketing, WARC is the most trusted source of insight and inspiration for world leading brands, agencies, media owners and academic institutions. With our ...

The Creative Effectiveness Lions reward campaigns that demonstrate hard results over the long term, including how the work drove tangible business effects, was instrumental to cultural change or ...

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing ...

Part of WARC’s Evolution of Marketing programme, The Future of Media highlights trends in media planning, advertising investments and the media ecosystem.

The UK public values journalism (and, by extension, news brands) more than ever, according to a new study by industry body Newsworks, which registered a 20% year-on-year increase in this metric.

The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this ...

Effective creator marketing treats creators as strategic partners, working with them to shape ideas, accelerate momentum or lend credibility, rather than simply extending reach. Repeated creator ...

WARC Media’s December forecast predicts global ad spend growth of 8.9% in 2025 to $1.19tn. Within this, the top 10 advertising markets are projected to account for 70.4% of this spend, or $839bn. The ...