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Alcohol is becoming less central to the social lives of Gen Z, who are increasingly opting for activities that do not revolve around drinking. Changes in drinking habits, with a focus on drinking in ...

Understand what makes creative campaigns effective using best practices, benchmarks and unique frameworks. Harness the force of creativity in your work by staying on top of best practices, benchmark ...

In 2024, over-55s globally will spend 54.4% of their media time online. There is a growing correlation in the reach of curated commercial media channels between 16-34s and 55+ audiences – having risen ...

This report highlights key findings from WARC’s annual survey of strategists worldwide and also unpacks three key themes considered pivotal to the future of strategy. Strategy’s positive impact can be ...

This report spells out the media landscape marketers face, and the clear benefits that a well-thought out Earned Media strategy can offer brands. Earned Media excels at generating culturally salient, ...

Suzuki faced a business challenge. The brand wasn't disliked, but indifference was its enemy. It needed to increase consideration, build emotional engagement, and engineer disruptive reappraisal.

Why is this work relevant for Creative Strategy? The campaign exemplifies McDonald's proactive approach to addressing the gap in digital accessibility for colour-blind individuals, a segment largely ...

Following a redesign and without any supporting advertising or activation, Olvarit went from being behind the rest of the category to the number one position in value. Within three months of the new ...

The last five years have seen the proportion of informative or educational strategies overtake that of emotional strategies; the dominance of purpose-led marketing over the same period may be a ...

With the emergence of diseases transmitted by germs, the spotlight on personal hygiene has intensified. However, the narrative extends beyond mere disease prevention. A significant aspect lies in the ...

The NHS is part of what makes the UK unique. But the extraordinary service that it provides is dependent on the numbers and dedication of its staff. Nurses form the backbone of the NHS and our story ...