WARC’s GEISTE framework examines global trends via six key lenses, identifying the major macro-level shifts that will shape the world in 2026.

Employee engagement, motivation and productivity can be indicators of whether a brand is growing or can continue to grow. Training employees on the brand’s assets, mission and values should be an ...

Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data ...

Our latest advertising spend forecast – published today – expects the global ad market to grow by 7.4% to a total of $1.17trn this year, an uptick of 1.2 percentage points (pp) since our last ...

eBay inserted itself into cultural conversation and increased sales by rewarding sneakerheads for wearing their shoes rather than preserving them. As the largest marketplace for new and second-hand ...

Every flavour all at once: How Heinz's sauce obsession created a product that helped sell many more. As this year's APG theme is 'every flavour of strategy', it seems fitting to be submitting a paper ...

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 ...

Marketers could benefit from assessing their position on the “Data-Obsession Index” to make sure they are not leaning too heavily into performance-led strategies that undermine long-term growth. Chris ...

This article is the second in a four-part series evaluating the extent to which paid media budgets could shift toward AI platforms. Other articles focus on search, retail media and agentic media. AI ...

This is the story of how we overcame cultural heterogenicity to create a global campaign that challenged the perception of personal risk of a disease. GSK was running a successful disease awareness ...