Tag: WARC

The ‘Values’ in Values-Driven Marketing (VDM), as defined by Behavorial Science, refer to desirable – although often unarticulated – motivations that shape how people think and act. They are deep-rooted drivers of consumer behavior and are predictive of how individuals will respond to marketing stimuli.  ‘Unlocking the value of Values-Driven Marketing’ is landmark research published today by WARC x Aletheia Marketing and Media brought to you by LIONS Advisory, highlighting the potential of VDM. It validates that VDM leads to meaningful lifts in ad preference, likability, perceived relevance and performance.…

Strategy is at a crossroads, according to 80% of strategists worldwide, and all too often is treated as expendable. Yet in a world characterised by uncertainty and volatility, client demand for clear strategic guidance is high. These are key findings included in The Future of Strategy 2025, released by WARC, the global authority of marketing effectiveness.  The annual WARC study highlights key challenges facing agency-side strategists and outlines ways to reignite the discipline, pivotal to the marketing ecosystem.  The research is based on a global survey with 1,127 strategists worldwide…

A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is now on course to grow 7.4% this year to $1.17trn, a marked upgrade of 1.2 percentage points (pp) from WARC’s June forecast due to an exceptional second quarter performance. A further rise of 8.1% is forecast next year, to $1.27, while growth of 7.1% in 2027 would push the market’s value to $1.36trn – a doubling in size since the pandemic. James McDonald, Director of Data, Intelligence & Forecasting, WARC, and author of…