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 ...

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 ...

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 ...

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 ...

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 ...

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

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 ...

One of China's influential marketing models is “seeding”, a strategy where users share real experiences and personal recommendations with one another – and it has been used by Rednote/Xiaohongshu to ...

In a world marked by economic volatility and fragmented attention, branding has evolved beyond mere discounts and price competition – with new analysis suggesting that value isn’t about charging less, ...

The next evolution of search is being led not by traditional engines, but by generative AI systems that generate conversational answers to user prompts – and they are quickly becoming the default ...

As AI-led media investment becomes the talk of the industry (at least on the tech side), the rubber is hitting the road on the question of how much systems like Meta’s Advantage+ and Google’s PMAX ...