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Billion Dollar Boy Research Uncovers Measurement Disconnect Undermining Creator Marketing Performance

Stuart Mitchell

New independent research by global creator-first social agency, Billion Dollar Boy, reveals an important disconnect between how creator marketing objectives are set and how success is measured – highlighting a structural gap that could undermine the channel’s full potential.  Surveying 2,000 senior marketers across the US and UK, the research finds that while creator campaigns are primarily designed to build brand awareness and reach new audiences, success is most often measured by ROI and customer acquisition. This tension between creative intent and performance expectations may be limiting both effectiveness and…

Cut the Carbon, Not the Cheese: New Supply Chain Standard Targets Dairy – 10% of Hospitality’s Emissions

Stuart Mitchell

The Zero Carbon Forum, a not-for-profit representing over a third of the UK’s hospitality and brewing sector across 35,000 sites, has today launched the industry’s first-ever Dairy Industry Standard Interventions, a practical new tool designed to cut carbon emissions from dairy, which make up 10% of the sector’s footprint.  From milk in coffees to cheese on menus, dairy is central to hospitality, but its environmental impact is significant, driven by methane from cows, other on-farm impacts and emissions from processing.   These new standards offer a simple, consistent way for hospitality…

Consumers act with intention amidst uncertainty

Stuart Mitchell

WARC has released its 2025 Global Consumer Trends report exploring the key issues that will influence consumer purchase decisions across brands and categories over the next year. Based on a comprehensive set of GWI surveys across 54 markets combined with WARC’s own research, case studies and analysis, the report focuses on five broad trends influencing brand selection: The widening cost-of-living gap, increasing trust in individual creators, AI assistants disrupting the purchase journey, consumers’ proactive approach to health, and the rise of alternative social activities. Stephanie Siew, Senior Research Executive, WARC,…

Brands’ desire to tap engaged communities pushes Reddit’s advertising revenue to $1.8bn this year

Stuart Mitchell

Since Reddit’s initial public offering (IPO) last year, the platform has captured the media industry’s attention with its robust high-double-digit advertising revenue growth, pushing ad income to a forecast $1.8bn this year, finds WARC.  Striving to be an “alternative to social media”, Reddit’s conversational and text-oriented engagement style gathers like-minded people, while users’ highly targeted search behaviour enables brands to be discovered organically. AI ad targeting and content licensing agreements are further advancing its upward trajectory.  Celeste Huang, Media Insights Analyst, WARC Media, and author of the report, said: “Reddit’s…

Nine new projects set for implementation after approval at record-breaking GCF Board meeting

Stuart Mitchell

Nine new projects backed by the Green Climate Fund (GCF) are ready for implementation. Project agreements were signed for each project on the margins of GCF’s 42nd Board meeting (B.42), where the projects were approved. In addition, three projects received their first disbursement shortly after the agreement signings. B.42, which took place in Papua New Guinea from 30 June to 3 July 2025, saw a record volume of GCF investment approved in a Board meeting – USD 1.225 billion for 17 projects. GCF now has a portfolio of 314 projects…