Alphabet, parent of Google, faced more scrutiny about its position on AI than on its far bigger advertising business, which is more profitable than ever despite its heavy investments in infrastructure ...

Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

With inflation cooling and consumers reaching their limit on paying higher prices, CPG brands are beginning to reappraise price-driven growth strategies. Consumers are showing a stronger desire to age ...

This research, developed by WARC Advisory and MSQ, examines the role of rituals in our lives as consumers and the opportunities brands can unlock to observe, facilitate and participate in those ...

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive ...

A quick overview of TikTok’s US ad business in 2025 ahead of a potential ban. US ad spend on TikTok is set to reach $11.2bn this year, WARC Media forecasts - but much of that revenue is under threat ...