This WARC Guide provides a summary of new thinking and best practice on making the case to the C-Suite. As with past economic shocks, from the COVID-19 pandemic to the 2008 banking crisis, marketing ...

This fourth annual survey from the US agency Boathouse looks at how US CEOs perceive their CMOs, and the role of marketing, within their organizations. While CEOs generally hold their CMOs in high ...

Looks at how measuring all aspects of marketing activity – including external factors outside marketing’s control – can lead to not only better marketing but stronger internal buy-in for its role.

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, ...

Introduction Heavily contested presidential elections all over the world in the last decade highlight the importance of marketing during an electoral campaign. For example, the cost of the past four U ...

Bennett (1977) states that every candidate running in a political election finds themself between two opposing requirements: ritual and pragmatic. On the one hand, the electoral "ritual" refers to ...

To what extent does political marketing research help us understand our political world? That question is the driver of this article in a year (2024) of some 70 national elections around the world, ...

Political branding is evolving beyond the conventional strategies to influence voter behavior in the present times (Wilson et al., 2018). It is an aid in creating the political image, identity, and ...

AI tools bring new speed and scale to measurement, but advertisers still lack a complete framework for understanding advertising ROI, writes Paul Stringer, introducing The Future of Measurement 2025.

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.