Emotional storytelling and ad creative play a critical role in strengthening B2B brand value, trust, and long-term market ...

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement. The post Marketing results don’t add. They multiply and ...

The value equation is a binary one. Your customers are either getting value, or they’re not.

The competitiveness of the business ecosystem is exponentially increasing nowadays. Cutthroat competition is being observed by the business leaders to retain the customers and to optimize the customer ...

After dozens of meetings with commerce media executives at Cannes Lions 2025, one thing became crystal clear: companies that ...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is ...