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Alcohol is becoming less central to the social lives of Gen Z, who are increasingly opting for activities that do not revolve around drinking. Changes in drinking habits, with a focus on drinking in ...

Understand what makes creative campaigns effective using best practices, benchmarks and unique frameworks. Harness the force of creativity in your work by staying on top of best practices, benchmark ...

In 2024, over-55s globally will spend 54.4% of their media time online. There is a growing correlation in the reach of curated commercial media channels between 16-34s and 55+ audiences – having risen ...

This report highlights key findings from WARC’s annual survey of strategists worldwide and also unpacks three key themes considered pivotal to the future of strategy. Strategy’s positive impact can be ...

This report spells out the media landscape marketers face, and the clear benefits that a well-thought out Earned Media strategy can offer brands. Earned Media excels at generating culturally salient, ...

Suzuki faced a business challenge. The brand wasn't disliked, but indifference was its enemy. It needed to increase consideration, build emotional engagement, and engineer disruptive reappraisal.

Lysol Laundry Sanitizer (LLS), an additive that kills odor-causing bacteria on clothes, installed a Laundromat-inspired pop-up booth at the home of the Boston Red Sox for the reveal of The World’s ...

Why is this work relevant for Creative Strategy? The campaign exemplifies McDonald's proactive approach to addressing the gap in digital accessibility for colour-blind individuals, a segment largely ...

The last five years have seen the proportion of informative or educational strategies overtake that of emotional strategies; the dominance of purpose-led marketing over the same period may be a ...

Following a redesign and without any supporting advertising or activation, Olvarit went from being behind the rest of the category to the number one position in value. Within three months of the new ...

For many years, Colgate has been committed to creating a future where we can all smile. And by all, we mean championing smiles regardless of one's age, socio-economic status, race, religion, special ...