Values-Driven Marketing enables brands to define target audiences more tightly, identify each segment’s underlying motivations, then leverage the resulting insights across every media and messaging ...

WARC’s GEISTE framework examines global trends via six key lenses, identifying the major macro-level shifts that will shape the world in 2026. This unique framework provides the foundation for the ...

Retail media has grown up faster than its measurement. Ask five retailers how they prove performance and you'll hear five different answers: incrementality tests, modelled sales lift, and Marketing ...

Employee engagement, motivation and productivity can be indicators of whether a brand is growing or can continue to grow. Training employees on the brand’s assets, mission and values should be an ...

Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data ...

eBay inserted itself into cultural conversation and increased sales by rewarding sneakerheads for wearing their shoes rather than preserving them. As the largest marketplace for new and second-hand ...

Every flavour all at once: How Heinz's sauce obsession created a product that helped sell many more. As this year's APG theme is 'every flavour of strategy', it seems fitting to be submitting a paper ...

The key to success is to move from a fragmented approach to a unified go-to-market model that presents a coherent, consistent experience to buying groups from brand to demand, no matter where they are ...

Heinz's platform for their new Pasta Sauces range, 'Ridiculously Good,' proves that consistent creativity can drive successful innovation, even in commoditized categories. This platform, built on a ...

This article is the second in a four-part series evaluating the extent to which paid media budgets could shift toward AI platforms. Other articles focus on search, retail media and agentic media. AI ...

Adapting custom connected TV (CTV) ad formats that are enhanced beyond a standard TV spot, along with placing ads during primetime viewing hours and in certain content genres, can increase the chances ...