WARC

This WARC Guide provides a summary of new thinking and best practice on generative AI. It’s not enough for marketers to be immersed in their brands – they need to be immersed in AI tools as well, as they become more responsible for creating a mass of creative assets. ​ AI’s expediency can make it tempting to turn over more and more data-crunching and creative production to these tools, but remember that AI always needs to have human guidance.

The WARC Effective 100 is a ranking of the world’s most awarded campaigns and companies for effectiveness. It tracks the results of effectiveness award shows around the world, and acts as a benchmark for excellence in effectiveness, allowing marketers to compare their performance with that of their peers. Results summary A summary of the WARC Effective 100 results, including headline rankings and trends. Learn more about the 2026 rankings and see how the top campaigns, brands and agencies placed.

Dysoptimism: Marketing for a world that’s broken, but not beaten

Your selections: Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. You didn’t return any results. Please clear your filters. Agencies need new business models to respond to AI Artificial Intelligence (AI) Agency remuneration Strategy The agency of the near future will need to sell productised solutions designed around business outcomes rather than time and people, a new report argues.

Your selections: Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. You didn’t return any results. Please clear your filters. Unilever looks beyond ‘lazy marketing’ Influencers, Creators, KOLs Brand management Strategy Fernando Fernandez, the CEO of Unilever, is encouraging a shift towards creator-led marketing as the consumer-packaged goods firm avoids what he describes as “lazy marketing”.

Your selections: Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. You didn’t return any results. Please clear your filters. What marketers need to know about today’s ‘connected viewer’ Mobile audiences Online video audiences YouTube Today’s ‘connected viewer’ is reshaping media consumption, advertising strategy, and content creation, based on research presented at the Media Insights and Engagement Conference in Miami.

What brands can learn from The Economist’s ageing audience Brand relaunches Brand equity & strength Magazines, periodicals, books The Economist, a stalwart news brand that has bet on a subscription model to fund its business, finds itself trying to answer a question that often confronts legacy brands: how do you evolve and attract new customers when your authority and reputation rests on principles that increasingly seem outdated?

Your selections: Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. You didn’t return any results. Please clear your filters. P&G seeks to ‘transform brand building’ Brand equity & strength Engagement Strategy Procter & Gamble, the consumer packaged-goods manufacturer, is seeking to “transform brand building” as it looks to succeed at a time of significant media and tech disruption.

LLMs produce random results when listing brand recommendations Generative AI Responsible AI Strategy There is little or no consistency to how popular AI models rank product or brand recommendations and the rankings can vary wildly with each new prompt, but there is more consistency to brand visibility within results, new research finds.

Your selections: Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors. You didn’t return any results. Please clear your filters. How the US tariff ruling amplifies global trade uncertainty Brand management United States Strategy The US Supreme Court’s recent ruling striking down President Trump’s emergency tariffs has provided little relief for global markets.