Fast food brand McDonald's drove record levels of brand love amidst a challenging commercial landscape in the UK with an emotional advertising approach.

To remain competitive in the consumer packaged goods industry, brands need to test their packaging using the latest biometric tools and combine this with traditional research methods to achieve the ...

Dull advertising does not deliver the marketing intent and stems from accountability sinks – but creative development and evaluation can identify and remedy dull ...

Olympic sponsorship results in strong engagement levels, with the Paris 2024 Summer Olympics taking second place in terms of sports engagement in both the US and Canada in the past 12 months.

Up to 85% of audiences in Asia are engaged or highly engaged when consuming podcasts, with levels overtaking social media in some countries, and this is offering new opportunities for advertisers. The ...

To succeed in 2025 and beyond, B2B marketers must align their strategies with metrics that measure effectiveness and create sustainable value. The future of measurement lies in unifying fragmented ...

In her final Attention Applied column of 2024 Dr Karen Nelson-Field celebrates the people who have helped the industry progress, through their curiosity, innovation and commitment to the attention ...

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