The expectation that brands should drive growth doesn’t change when the economy slows and spending turns cautious – at these times it might be useful to explore new usage occasions, giving consumers a ...

Highlighting trends amongst the campaigns entered into the 2025 Creative Effectiveness Lions. Brands that stick with creative platforms over time achieve greater recognition, loyalty, and financial ...

Explores the key issues that will influence consumer purchase decisions across brands and categories over the next year.

Offers three lessons for marketers on the effectiveness of influencer and creator marketing. Influencer and creator marketing is a valuable part of modern marketing plans, but a vast majority of ...

McDonald's, a fast-food brand, aimed to engage the growing cycling community in the Philippines by creating a cyclist-friendly experience across its stores and boosting sales from cyclist visits.

Identifies award-winning campaigns that show how a great strategy can transform businesses and brands. Strategists have enabled brands like Johnnie Walker, Snickers and Omo to build strategies based ...

Kerrygold, a butter brand, encouraged purchase intent by pairing Spotify playlists with Kerrygold meal ideas to create food soundtracks for US consumers.

The ultimate mission for marketers is to make a brand or product the easiest choice for every buyer, at any moment, within its category. While the pursuit of sales and consumer engagement often leads ...

Global strategies, campaign updates and trends in new usage occasions. At a time when consumers are prepared to spend and seek joy, create positive associations and seamlessly integrate usage by ...

Digital twins – hyper-real, data-driven replicas of products – can slash costs and speed time-to-market while raising creative ambition.

Procter and Gamble’s Q4 and full-year results suggest that shoppers in rich countries are feeling the pinch and slowing down their buying, especially on discretionary items, as both lower-income and ...

Marketers can no longer rely on static annual plans or business-as-usual campaigns – resilient systems allow us to respond with purpose and direction rather than anxiety: here’s how.