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 ...

Canlas: Correct. The more the marketers can tie it to the key KPIs that the broader C-Suite is measured on – from a finance standpoint, it's typically just three things: top line, bottom line and cash ...

We set long- and short-term metrics so that we can have a good pulse on knowing where we are. Particularly in our case, where we are on this trajectory of more long-term thinking and brand-building, ...

A strong CMO knows it’s crucial to build a relationship with the organization’s CFO and CEO. WARC US Commissioning Editor Cathy Taylor interviews Ian Borden, McDonald’s Global Chief Financial Officer, ...

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.

New research reveals Gen Z is redefining Britain's drinking culture through mindful consumption and experiential preferences, challenging the notion that young people are abandoning alcohol altogether ...

At a time when marketers may be spooked by global economic turmoil, fresh research demonstrates the value in focusing on the additional profit that incremental advertising spend can deliver. We are ...

The martech stack is crucial for executing sophisticated performance marketing strategies – and a well-designed one can be a source of competitive advantage. In a best practice paper for WARC, ...

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. Send colleagues a link to this content.