Tag: WARC

WARC and Intuit Mailchimp research finds mid-market marketers are turning to AI to gain a competitive edge as strong​ ​winds to growth prevail

Stuart Mitchell

A new study by WARC and Intuit Mailchimp presented by LIONS Advisory reveals marketing teams in mid-market companies are in transition in how they are leveraging AI as an “equalizer” that enables them to amplify their impact and give them a competitive edge.  Often overlooked, these organizations with 10-499 employees, are vital to the business ecosystem. After weathering five years of unprecedented challenges — from pandemic disruptions to soaring costs and fragmented marketing channels — with the help of AI, they are adapting marketing strategies and team structures to overcome budget pressures, channel usage and martech priorities.   Lexi Wolf, Head…

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Highly awarded creative ideas are significantly more effective new WARC research reveals

Stuart Mitchell

Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for the WARC Rankings, the ultimate benchmark for marketing.  Using the WARC Rankings results data from between 2016 and 2025, more than 5,600 ideas were analysed by WARC to establish the correlation between creativity and effectiveness.    Amy Rodgers, Head of Content, WARC Creative, says: “Mounting evidence shows creativity is an important driver of campaign performance. Using data from the latest WARC Rankings, we set out to see whether creatively award-winning work has maintained or enhanced its effectiveness advantage since last year’s edition of this report, and what currently are the common traits of the most creative and effective ideas.”  One…

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UK ad spend forecast to reach £12bn during this festive period

Stuart Mitchell

UK advertising spend is expected to increase by 7.3% to a total of £12.0bn in the final quarter of this year, according to the latest Advertising Association/WARC Expenditure Report. The new forecasts, published today, also show that total ad spend is set to rise by 8.2% to £46.0bn during 2025 as a whole and a further 6.6% to almost £50bn (£49.1bn) in 2026. Festive ad spend The advertising market is predicted to see an £814m boost compared with the same period in Q4 2024, with advertising continuing to play a…

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WARC research shows campaigns that embed Values-Driven Marketing unlock ad preference, likeability, relevance and performance

Stuart Mitchell

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.…

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The strategy paradox: agency strategy is sidelined while client demand for strategic guidance is high new study reveals

Stuart Mitchell

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…

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