This study examines the allocation of funds between advertising and sales promotion. In recent years, marketers have been increasingly turning to sales promotion as a seemingly attractive strategy.

The Feed Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

Bernard Baruch said that it’s a recession when your neighbour is out of work (adding that when you’re out of work it’s a depression!). Although the recessions that make the headlines are generally ...

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 ...

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 ...

Overview of the Institute of Practitioners in Advertising, the IPA Effectiveness Awards and IPA's effective UK advertising case studies.

We all know why we need brands. We know the physical properties of the products we work with, the functional benefits that stem from these, and how they might be translated into communication ...

The WARC Awards are back for 2025 seeking campaigns that show the world how strategic thinking leads to effective impact for brands and business.

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns.

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 ...

Examines the rise of short-form video, including how it drives reach, attention and amplifies other channels in the media mix.

Latest results from the WARC Effective 100. The WARC Rankings are the ultimate benchmark for marketing, inspiring excellence in creativity, media and effectiveness.