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 ...

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 ...

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, ...

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.

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 ...

Viewing parties and their leaders as branding is not a new perspective (French & Smith, 2010) but offers additional insights into the relationships between citizens and those who seek their electoral ...

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 ...

The convergence of generative artificial intelligence (AI) and political branding has revolutionized how political leaders and parties present themselves in democratic societies. Artificial ...