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, ...

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 ...

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 ...