This case study outlines the challenges faced by Britannia Marie Gold (BMG), a leading biscuit brand in India, due to category stagnation, increased competition, and the evolving needs of its primary ...

What do we mean by the retail media tech stack? The technology powering a retail media network can make or break advertiser outcomes, yet it remains largely hidden from view during the buying process.

Worldwide retail media investment will reach $177.7bn in 2025 (+14.8%) before rising to $201.6bn (+13.5%) the following year – equivalent to 16.3% of all global ad spend. Amazon – whose ad business ...

Sonic seasoning has emerged as a transformative strategy in sensory marketing where carefully curated soundscapes enhance the perceived taste, texture and overall enjoyment of food. By strategically ...

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Less than 7% of India’s population engages with the stock market, a space that till a decade ago was dominated by traditional old world brokerage houses. The category was revolutionised with the ...

Discusses the importance of accurately measuring audience attention in traditional TV and print media, presenting innovative methodologies for capturing consumer engagement in each platform. Attention ...

The CFO and CMO have often found themselves at opposite ends of the boardroom. And while times are changing, this exchange has only slightly improved. On the one hand, marketing leaders champion ...

Google’s new AI Mode, introduced yesterday to US users, represents “a total reimagining of Search, with more advanced reasoning”, according to Alphabet CEO Sundar Pichai.

Highlights emerging trends in media and creative measurement, covering: the growth of marketing experiments; the price measurement gap; and the rise of AI-powered creative testing. There has been a ...

The WARC Spotlight US series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to ...

Back-to-school season can be exciting and worrying for any parent, as it is also a sickness season among children. Worse yet, amid the rush to prepare new uniforms and supplies, parents often overlook ...