Carling Black Label, a beer brand owned by AB InBev, revitalised local soccer enthusiasm and drove brand growth in South Africa with its "Fak'Ugesi" campaign, aimed at reigniting fan passion.

Campaigns with a 50:50 split between brand and performance deliver the strongest effect on both short- and long-term business metrics. For shorter campaigns (1-4 weeks), the effects observed were, on ...

Dorival, a leader in the period pain category, launched the "Princesses on Periods" campaign in Central America to educate young girls about menstruation and break the associated taboos. We’re ...

The key to success is to move from a fragmented approach to a unified go-to-market model that presents a coherent, consistent experience to buying groups from brand to demand, no matter where they are ...

Chinese retail giant Temu – a major advertiser on Meta and Google – is cutting back on ad spend in the United States because of punishing tariffs on Chinese exports, resulting in a nosedive in the app ...

Why is this work relevant for Creative Effectiveness? Raise Your Arches is proof that breaking the rules pays back. At a time when business and brand growth had slowed, we set out to re-ignite love ...

Transaction values grew by 16% in current terms in 2024 to UAH282 billion. Cards in circulation increased by 7% in 2024 to a total of 43 million. Transaction value is set to increase at a current ...

Google, currently embroiled in several major antitrust cases, will be even quieter about its cookie alternatives, according to a new announcement; it looks like cookies are here to stay for the ...

The US media brands which are the most reliant on advertising may see revenue declines of up to 4% as tariffs bite, according to a report by Citi Research.

Explores the opportunities in Gen AI to amplify human creativity in advertising, in partnership with TikTok. Generative AI makes adapting campaigns for different markets easier by tweaking the ...

Ad spend against news content is in decline across channels. Despite high audience interest, serious news stories are frequently unmonetised due to blunt keyword blocklists deployed by brands ...

Biscuit brand Oreo leveraged Indians’ belief in superstitions to cement its brand in Indian culture with the Bring Back 2011 campaign, securing earned PR and growing sales value by 22%.