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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 ...

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 ...

Is the glass half empty? Alcohol companies are embracing eco-friendly initiatives to appeal to modern consumers who increasingly prioritize sustainability practices. The shift from glass-based to ...

Google’s search business has contributed an average of 1.3 percentage points to annual global ad spend growth over the last decade, WARC Media’s latest global ad spend forecast reveals. However, that ...

Vinted, an online and app-based second-hand marketplace, created an optimised TV advertisement and capitalised on TV sponsorships to increase app downloads and users in a time of increased demand ...

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 ...

Isotonic sports drink brand Revive increased brand preference, top-of-mind awareness and volume sales in Vietnam through a partnership with Samsung promoted via a digital-led strategy. In today’s ...

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 ...

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 ...

Determining the right premium for a given insurance policy is one of the most important challenges for insurers. Dealing with this challenge involves putting research into practice by exploiting ...