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WARC research shows campaigns that embed Values-Driven Marketing unlock ad preference, likeability, relevance and performance

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  • VDM can uplift ad preference up to 123 points vs. a 100-point average
  • Ads aligned with an individual’s dominant Values consistently win preference
  • Stronger Values drive stronger responses
  • Values-aligned messaging boosts ad likability and relevance
  • Including Values in the targeting mix increases media effectiveness

5,000 US adults surveyed on Values-aligned adsNew WARC x Aletheia research by LIONS Advisory: Unlocking the value of Values-Driven Marketing introduces a new model and playbook for marketers on how VDM can improve advertising effectiveness

October 16, 2025 – The ‘Values’ in Values-Driven Marketing (VDM), as defined by Behavorial Science, refer to desirable – although often unarticulated – motivations that shape how people think and act. They are deep-rooted drivers of consumer behavior and are predictive of how individuals will respond to marketing stimuli.

‘Unlocking the value of Values-Driven Marketing’ is landmark research published today by WARC x Aletheia Marketing and Media brought to you by LIONS Advisory, highlighting the potential of VDM. It validates that VDM leads to meaningful lifts in ad preference, likability, perceived relevance and performance. It shows how VDM enables brands to drive higher ad performance through optimized targeting, media and messaging decisions.

Imaad Ahmed, Principal Strategist, LIONS Advisory and Head of Advisory WARC, says: “Understanding the motivation behind audience behavior and finding ways to inspire action is critical. Alongside our partners at Aletheia, we have the evidence to show what a Values-driven approach can offer and how to apply it in the real world across audiences, media, messaging and measurement. The opportunity is compelling.”

Alisa Miller, Chief AI Officer, Aletheia, Co-Founder, Pluralytics and Lead Inventor, AI VDM Patent, says: “The most effective marketing is built on deep human understanding. This research proves that when audiences are defined by their values and messaging is precisely aligned, ads perform significantly better. Values-Driven Marketing is emerging as a scalable, repeatable and performance-proven discipline for modern marketers in an era of Agentic AI.”

Chris Schembri, Founder and CEO, Aletheia, says: “We’ve spent years exploring how values shape marketing performance, and this research confirms what we’ve seen with our clients time and again: when brands connect with people around what truly matters to them, engagement deepens and conversions follow. Consistently delivering the right message to the right audience—grounded in authenticity and shared values—is what transforms marketing into a force for meaningful connection and growth.”

New research: The dynamics of Values-Driven Marketing

Using controlled testing, the research takes a deep-dive into how audiences perceive and react to VDM.

Research objectives
(1) do people respond to VDM in similar ways regardless of category, (2) is the degree to which someone holds a particular Value predictive of response levels, (3) can the different creative factors contributing to the effectiveness of VDM be isolated, (4) does VDM drive both short- and long-term brand demand.

Methodology
The six Values that most directly influence brand affinity, purchasing decisions and loyalty, and therefore are of greatest relevance to marketers, are: achievement, freedom, pleasure, purpose, security and tradition.A total of 27 unique unbranded AI-generated ads with strong Values Signals were created for three categories covering consumers’ needs and wants: CPG (represented by toothpaste); QSR (a pizza restaurant); and Financial Services (investment brokerage / advisory).

In July 2025, 5,016 US adults across demographics were assigned to one of three ValuesTypes – achievement, purpose and tradition – and surveyed on ad preference and effectiveness.

Headline findings

#1 Ads that align with an individual’s dominant Values are consistently preferred:

Achievement ValuesTypes were 17pp more likely to prefer an Achievement-aligned ad than other executions they were exposed to.

#2 Values-Driven Marketing is effective across categories:

Purpose within QSR and CPG categories were both +27pp above average; in financial services, achievement ads were +28pp and tradition ads +8pp above average.

#3 The strength of Values held by someone predicts the level of response:

Strong Achievement and Purpose consumers gravitated towards ads with matching values. While Tradition-oriented respondents were the most likely to avoid ads that conflict with those Values.

#4 Values-aligned messaging increases ad likability and perceived relevance:

Using ad resonance rating, AchievementTypes rated achievement ads +12pp to +18pp above average, PurposeTypes rated purpose ads +8pp to +11pp; and TraditionTypes rated tradition ads +2pp to +4pp.

#5 Including Values in the targeting mix increases media effectiveness:

Analysis of the research shows that demographics have some predictive power: AchievementTypes had a 75% uplift in predictability once Values were combined with demographic targeting; TraditionTypes had an 83% uplift, and PurposeTypes a 193% uplift in predictability.

A new model of how Values-Driven Marketing improves advertising effectiveness

Following the research, a new model combining behavioral science and artificial intelligence, shows how VDM can improve advertising effectiveness to help brands overcome attention scarcity, establish relevance, spark emotional resonance and target with precision to drive higher results.Operationalizing Values-Driven Marketing: A new playbook for brands

There are four areas of focus for marketers wanting to put VDM into practice:

Audience intelligence
Use Values-based research to identify priority segments and incremental opportunities, underlying consumer needs and wants, and competitor mapping.

Media intelligence
Use Values-driven targeting to maximize reach and optimize frequency, analyse placement and partnership opportunities, and include performance modeling capabilities.

Messaging intelligence
For a significant competitive edge, align Values-driven messaging with key audience motivations and brand business KPIs, and implement real-time testing capabilities for content optimization.

Impact intelligence
Values-driven marketing can help create and refine short- and longer-term benchmarks, evaluate actual versus predicted performance, and establishes continuous feedback loops to maximize campaign effectiveness.About Values-Driven Marketing

VDM drives performance uplifts of 1.8X to 2X on average

Brands strongly aligned with the Values that matter most to their audience build trust and foster deeper, lasting connections – especially when supported by ownable, memorable brand assets that consistently show up coherently across all touchpoints.

The research found that by transmitting the right signals to the right ValuesType drives performance uplifts of 1.8X to 2X on average.

Jennifer Posnikoff, SVP, Global Brand Growth and Experience, Virgin, says: “If you get Values right, you build long-term brand equity while still delivering short-term performance.”

Values-Driven Marketing responds to changes in the consumer, shopper and media landscapes

Heightened competition, growing ROI pressures and the constant requirement to do more with less mean marketers need to make more accurate media choices and better-informed messaging decisions.

Brands that apply VDM can better respond to shifts in:

Consumer’s decision-making criteria
Brand trust is now a critical competitive advantage. VDM creates the emotional resonance that builds this trust. Ipsos research shows people that buy brands that reflect their personal values has risen from 53% in 2023 to 69% in 2024.

Shopper behaviors
Brands on social platforms and retail media networks are intent on reducing the path-to-purchase time. VDM works across impulse and considered purchases by delivering clear, compelling signals tailored to consumer motivations by triggering emotional responses, stimulating interest and de-risking purchase decisions.

Media environments
In recent years there has been a shift towards ‘performance’ channels. WARC research outlined in ‘The Multiplier Effect’ shows switching from a performance-only to combined brand-building strategies boosts total revenue by a median of 90%. VDM provides additional unifying force by focusing on audience motivations.

Values-Driven Marketing delivers strategic and executional benefits

VDM in marketing, and the insights from Behavioral Science that underpin it, is an emerging practice with clear advantages: it provides unified answers to the fundamental questions of “who are we targeting?”, “what do we want to stand for?” and “how will we achieve our goals?”These strategic benefits can be translated into day-to-day execution. AI-powered advances in audience profiling, media targeting, messaging analysis and impact measurement, enable brands to operationalize VDM at scale.

The full report is available to read here. A relatively new discipline, the study outlines why VDM is a valuable addition to the marketing toolbox, features case studies of brands that are successfully applying VDM, and how to apply VDM to maximise effectiveness. A WARC podcast with Aletheia will follow with a deep-dive into the research findings.

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Port Community Systems (PCS) as the crisis backbone: how trade disruption makes digital port infrastructure non-negotiable (By Alioune Ciss)

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Port Community Systems

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes

DUBAI, United Arab Emirates, May 19, 2026/APO Group/ —By Alioune Ciss, Chief Executive Officer, Webb Fontaine (https://WebbFontaine.com).

When global trade flows normally, Port Community Systems (PCS) are often viewed as efficiency tools. They digitize paperwork, connect stakeholders, reduce delays, and improve visibility across port ecosystems. However, the true impact and strategic importance of PCS become most apparent when a crisis hits.

Whether caused by geopolitical conflict, canal restrictions, rerouted shipping lanes, cyber risk, labor disruption, or sudden regulatory shifts, modern supply chain shocks remind us that ports without strong digital coordination struggle to adapt, whereas ports with robust PCS infrastructure are better positioned to keep cargo moving. In today’s environment, PCS has become a critical infrastructure.

Disruption is not an exception anymore

Global maritime trade has entered a more volatile era where disruption is structural. Let’s review the recent events to understand the scale of impact:

  • Around 2,000 ships were reportedly stranded during the recent Strait of Hormuz (https://apo-opa.co/4dii0lb) crisis.
  • The Red Sea crisis (https://apo-opa.co/4dz5gFA) led to more than 190 attacks on vessels by late 2024, forcing widespread rerouting and increasing transit times by up to two weeks.
  • The Suez-linked corridor (https://apo-opa.co/4dz5gFA), which carries roughly 10–12% of global maritime trade, experienced sharp volume declines during the disruption.
  • Supply chains across the Middle East, Africa, and Europe faced cascading effects, including congestion, cost increases, and schedule instability.

At the same time, the global port industry itself is undergoing rapid transformation. According to the International Association of Ports and Harbors (IAPH), ports are accelerating digitalization and strengthening resilience capabilities in response to geopolitical and operational uncertainty. This is the new reality: routes shift, volumes spike, and conditions change faster than traditional systems can handle.

Why PCS matters most during a crisis

When vessel schedules collapse, or cargo volumes suddenly spike, physical infrastructure alone is not enough. Cranes, berths, gates and yards also need coordination. That is where PCS becomes the backbone of resilience.

A PCS is not just a digital tool; rather, it’s a shared operational layer. It connects shipping lines, terminals, customs, freight forwarders, transport operators, and authorities through a single data environment, enabling synchronized decision-making across the ecosystem.

Instead of exchanges through emails, phone calls, Excel files, or siloed systems that generate delays and errors, the PCS enables seamless and real-time coordination.

1. Real-time visibility across the ecosystem

When vessels are delayed or rerouted, fragmented communication becomes a liability.

PCS enables real-time visibility across:

  • vessel arrivals and berth planning
  • cargo status and documentation
  • customs readiness and inspections
  • gate operations and inland logistics

Instead of fragmented updates, stakeholders operate from a shared, trusted data environment.

When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’

In a crisis, the speed of information becomes the speed of recovery.

2. Faster decision-making under pressure

Sudden disruptions create immediate operational stress:

  • surges in transshipment volumes
  • yard congestion risks
  • inspection bottlenecks
  • inland transport delays

Without digital coordination, responses are reactive and slow.

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes.

3. Customs and border continuity

Cargo cannot move if border agencies cannot move.

According to joint guidance from the World Customs Organization (WCO) and International Association of Ports and Harbors (IAPH), interoperability between Customs systems and PCS is essential for coordinated border management, risk control, and secure data exchange (https://apo-opa.co/3PLcs9P).

In crisis conditions, this becomes critical. Governments must introduce new controls, risk filters, or emergency procedures quickly, without disrupting trade flows. PCS enables this  balance.

4. Trust and transparency for the market

Importers, exporters, and carriers can tolerate disruption more than uncertainty. What they need is visibility.

PCS provides transparency across the supply chain, allowing stakeholders to track cargo status, anticipate delays, and plan accordingly. This transparency builds trust and reduces the systemic risk of panic-driven inefficiencies.

Operational resilience is the key

As we all know, the classic PCS discussions focus on key KPIs such as:

  • reduced turnaround time
  • fewer documents
  • lower administrative cost
  • faster truck processing

But today, the most important KPI is “readiness”: If a major trade corridor shifts tomorrow, can your port ecosystem adapt in real time?

To answer “Yes” to this question, a future-ready PCS should include:

  • real-time event management
  • integrated stakeholder communication
  • predictive congestion alerts
  • interoperability with customs and regulatory systems
  • scalable architecture for demand spikes

“For years, ‘efficiency’ was key when it comes to PCS. However, today, the key is ‘resilience’… When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’… Therefore, we should treat PCS as a crisis backbone of trade, not an IT efficiency initiative.
[Alioune Ciss, CEO, Webb Fontaine]

The Next Evolution: Intelligent PCS

PCS is now entering a new phase. Next-generation systems are evolving into data-driven platforms that support predictive analytics, AI-enabled decision-making, and proactive risk management (https://apo-opa.co/4eQ93Rg).

In other words, today, ports need systems that help orchestrate responses. Solutions such as Webb Ports (https://apo-opa.co/42F3gqq) from Webb Fontaine reflect this shift. By connecting all port stakeholders through a unified platform, anticipating congestion before it happens, simulating operational scenarios, and optimizing resource allocation dynamically, we enable faster coordination, better visibility and more agile responses when disruptions occur.

Distributed by APO Group on behalf of Webb Fontaine.

 

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Energy

Rand Refinery Joins African Mining Week (AMW) as Silver Sponsor Amid Regional Market Expansion Strategy

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Energy Capital

African Mining Week 2026 will showcase lucrative investment, partnership, and knowledge-exchange opportunities across Africa’s gold downstream sector, as Rand Refinery intensifies its investment and expansion strategy across the continent

CAPE TOWN, South Africa, May 19, 2026/APO Group/ –Amid a strategy to expand from a South Africa-focused refiner into a pan-African downstream leader, Rand Refinery has joined African Mining Week (AMW), an Influential African Mining Conference, scheduled for October 14-16, 2026 in Cape Town, as a silver sponsor.

Rand Refinery’s participation reflects a broader strategic alignment between the company’s expansion agenda and AMW’s focus on supporting and enabling local beneficiation and promoting artisanal and small-scale mining (ASM) responsible sourcing frameworks.

 

In terms of volumes, the latest market information indicates that Africa produces 1000tpa of mined gold (more than any other continent), with large-scale mining (LSM) and ASM being almost evenly balanced (500tpa production each). On its current trajectory, African ASM volumes are expected to eclipse those of LSM.

 

The focus on ASM as a transformational imperative is valid, and Rand Refinery is an active participant in the precious metals supply chain, working alongside other upstream and downstream actors to ensure that the communities and countries with gold resources benefit in a sustainable manner.

 

Under the theme Mining the Future: Unearthing Africa’s Full Mineral Value Chain, AMW 2026 offers a critical interface between refiners, miners, regulators, and financial institutions, as African countries intensify efforts to capture more value from responsible mineral production.

 

A key pillar of Rand Refinery’s 2026 strategy is its expansion into high-growth gold markets beyond South Africa. In January 2026, the company partnered with Ghana’s Gold Coast Refinery (GCR) to support the Ghana Gold Board to locally refine artisanal and small-scale (ASM) gold and elevate responsible sourcing standards in West Africa. The partnership also positions Rand Refinery in a rapidly growing and historically fragmented supply segment: ASM operations, enabling the company to enhance traceability and strengthen compliance with global standards for ethical sourcing and anti-money laundering.

 

The partnership potentially allows the monetization of ASM supply streams in the formal gold ecosystem, complementing Rand Refinery’s established role in refining output from responsible large-scale producers. AMW 2026 represents a timely platform for the company to provide an update on its projects and contribution to Africa’s gold sector.

 

As demand for regional refining capacity expands, along with central bank buying programs, companies such as Rand Refinery will be crucial.

 

Central bank gold purchases are projected to average around 585 tons per quarter in 2026, underscoring sustained global demand. In Africa, gold now accounts for approximately 17% of total reserves – up from less than 10% in 2022–2023 – while physical holdings increased from 663 tons in 2022 to an estimated 738 tons in 2025.

 

This upward trajectory is driving demand for trusted refining and value addition services, positioning Rand Refinery as a key partner in the region. Against this backdrop, AMW provides a strategic platform for central banks and gold buyers to engage directly with one of the world’s largest integrated single-site precious metals refining and smelting complexes and strengthen regional beneficiation and national reserve strategies.

 

At AMW, Rand Refinery executives will participate in panel discussions and networking sessions, engaging stakeholders on partnership opportunities that support a more integrated, transparent and value-driven African gold ecosystem.

Distributed by APO Group on behalf of Energy Capital & Power.

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Applications open for the 2027 Meltwater Entrepreneurial School of Technology (MEST) Africa AI Startup Program

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Meltwater

Join a global community of AI entrepreneurs

ACCRA, Ghana, May 19, 2026/APO Group/ –The Meltwater Entrepreneurial School of Technology (MEST) (https://Meltwater.org), has opened applications for the second edition of the MEST AI Startup Program, a fully-funded, immersive experience designed to equip Africa’s most promising AI entrepreneurs with the technical, business, product, and leadership skills to build and scale globally competitive AI startups.

Over a seven-month training phase, the MEST AI Startup program will provide founders with hands-on instruction, technical mentorship, and business coaching from global experts to develop AI-powered solutions. The top startups will then advance to a four-month incubation period to refine products, sharpen go-to-market strategies, and secure market traction. At the end of incubation, startups have the opportunity to pitch for pre-seed investment of up to $100,000 and join the MEST Portfolio.

We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry

The inaugural cohort brought together founders from seven African countries who are already building transformative AI solutions across industries. Building on the momentum of the first edition, the 2027 intake reflects MEST Africa’s continued commitment to ensuring African entrepreneurs play a defining role in the future of artificial intelligence.

According to Emily Fiagbedzi, AI Startup Program Director, the urgency of investing in African AI talent has never been greater.

“AI technology is advancing at an extraordinary pace, and meaningful participation in the global AI economy requires more than access to tools, it requires the ability to build,” she said. “This program is designed to help talented African founders develop solutions to real challenges while positioning them to compete globally. We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry from organizations including OpenAI, Perplexity, Google, and Meltwater”

For the 2027 intake, the program is open to African founders based in Ghana, Nigeria, Senegal, and Kenya aged 21–35 with software development experience who want to start their own AI startup.

Apply now at https://apo-opa.co/3ReIQSI

Distributed by APO Group on behalf of The Meltwater Entrepreneurial School of Technology (MEST Africa).

 

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