Highlighting trends amongst the campaigns entered into the 2025 Creative Effectiveness Lions. Brands that stick with creative platforms over time achieve greater recognition, loyalty, and financial ...

Global strategies, campaign updates and trends in new usage occasions. At a time when consumers are prepared to spend and seek joy, create positive associations and seamlessly integrate usage by ...

One of China's influential marketing models is “seeding”, a strategy where users share real experiences and personal recommendations with one another – and it has been used by Rednote/Xiaohongshu to ...

Procter and Gamble’s Q4 and full-year results suggest that shoppers in rich countries are feeling the pinch and slowing down their buying, especially on discretionary items, as both lower-income and ...

A growing cost-of-living gap, consumers’ proactive approach to health, and the emergence of alternative social activities are among the biggest trends influencing consumer spending this year, ...

Trends and fads, especially around single products, can make money – but whether they point to something significant about the world (or about how to do business in the world) is much trickier; ...

There’s a secret to calculating the value of attention, new research suggests, with the winning formula not simply about the amount of time spent but how valuable that time is – and it’s driven by ...

Dull ads cost companies millions of dollars to achieve the same effect – now, new research to be presented today at Cannes Lions by eatbigfish’s Adam Morgan and Dr.

Google has pivoted hard into AI, which now forms a critical part of its experience, and when Google makes changes, the impact is felt across the web, from users to publishers to advertisers; as AI ...

Unilever, the FMCG giant, led a project to discover how a consumer’s understanding of premiumization has shifted over time, uncovering important lessons for brands that are working to develop ...