This EssenceMediacom piece discusses how to build brands by focusing on functional benefits at a time when Chinese consumers' brand loyalty has dropped to its lowest level in recent history. Amid the ...

The European beverage industry is undergoing a transformative shift, driven by health-conscious consumers, innovative products, and sustainability trends, and is unlocking a wealth of untapped ...

The UK’s commercial radio industry finds itself in a healthier position than its peers in other countries, with growth in both advertising investment and audience size. The latest RAJAR figures for ...

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...