Confectionery brand Cadbury used modern media to create a branded ritual of mass participation within the most competitive period of the year in the UK.

Platforms that prioritise trust, innovation, and human connection will continue to attract both consumers and advertisers; those that don’t risk losing the support.

Sales at top luxury brands are down, with most blaming tough geopolitical conditions for the slump – but Hermès, the French brand known for scarves and Birkin bags, defied the overall sector’s decline ...

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Discounting, otherwise known as price promotions, are a complicated beast: consumers love them, while for the companies that go down the discounted path the risks are many.

The role of a ‘parent’ brand, such as Meta or Alphabet, versus the consumer-facing brands Instagram or Google can be confusing and conflicting, making it imperative for a business to clearly define ...

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Phase two of the Advertising Research Foundations's Attention Measurement Validation Initiative studied the methods for measuring attention across providers and found that the various tools – from eye ...