Tag: WARC

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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Global ad market prospects upgraded following social media windfall

Stuart Mitchell

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…

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Global Linear TV ad spend drops to $143.9 billion this year as viewers increasingly transition to streaming

Stuart Mitchell

The shape of television media is changing, as consumers shift from linear TV (traditional) to connected TV (streaming video viewed on a smart TV or a TV connected to the internet) and the opportunity of TV advertising becomes more addressable. This transition has prompted a debate about what counts as television in 2025 – and whether TV advertising should be defined by format, device or media owner. WARC’s latest Global Ad Trends: The changing shape of TV report explores a decade of ad spend data to understand linear TV’s decline…

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WARC reveals insights from the winners of the Cannes Creative Effectiveness Lions 2025

Stuart Mitchell

Prioritising consistent creative and embracing fun and disruption are the keys to success, according to a new report by WARC, the global authority on marketing effectiveness. ‘Creative Effectiveness Lions 2025 – Insights from the winners’, identifies trends and themes common to the award-winning campaigns of this year’s Cannes Creative Effectiveness Lions, rewarding creativity that has also met business goals and driven sustainable impact over time. Based on WARC’s analysis of the entries and the jury’s deliberations, the report unearths insights into what makes a campaign both creative and effective, offers…

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