--- title: Global News Recognition for Values-Driven Marketing description: Explore worldwide media coverage of Aletheia Marketing and Media x WARC’s values-based marketing research—insights on brand values, ROI uplift, and ad effectiveness. image: https://valuesdriven.aletheia.com/hubfs/AMM%20VDM%2c%20WARC%20lockup-1.png --- [![Aletheia Logo](https://aletheia.com/wp-content/uploads/2023/12/aletheia-logo-lg.png)](https://aletheia.com) - [Who We Are](https://aletheia.com/who-we-are/) - [Connect](https://aletheia.com/contact/) ![AMM VDM, WARC lockup](https://valuesdriven.aletheia.com/hubfs/AMM%20VDM%2c%20WARC%20lockup.png "AMM VDM, WARC lockup") # Global Recognition for Values-Driven Marketing When [Aletheia](https://valuesdriven.aletheia.com/aletheia.com?hsLang=en) and [WARC](https://valuesdriven.aletheia.com/warc.com?hsLang=en) released [*“Unlocking the Power of Values-Driven Marketing”*](https://www.warc.com/content/paywall/article/warc-exclusive/unlocking-the-value-of-values-driven-marketing/en-gb/161791?utm_source=&utm_medium=&utm_campaign=Advisory-reports) in October 2025, the story struck a chord far beyond our expectations. From São Paulo to Seoul, editors and industry leaders took notice — covering how aligning ads with audience values can dramatically improve creative performance, engagement, and ROI. The findings were clear: when advertising speaks to people’s core values, campaigns can perform up to **123 points higher than average**. And now, that message is spreading worldwide. In just the first wave of coverage, the study has appeared in **30+ outlets across 17 countries and 7+ languages**, generating an estimated **5.85 million impressions**. The international response spans every major region: - **North & South America:** U.S., Brazil, Canada - **Europe:** Spain, U.K., Portugal, Slovenia - **Asia:** South Korea, India, Bangladesh - **Africa:** South Africa, Nigeria Together, this reach reflects the universal relevance of values-based strategies — and Aletheia’s role as a global voice for marketing innovation and effectiveness. Coverage has been consistently positive, with more than half of all articles emphasizing the innovation, science, and measurable business impact behind values-driven approaches. Trade media praised the study’s rigor and implications for creative optimization, while national and mainstream publications highlighted its cultural resonance. Some of the world’s top industry outlets shared their take on the findings: **Major International and National Outlets** - [Best Ever Ad (Global)](https://besteverad.com/unlocking-the-power-of-values-driven-marketing-boost-ad-performance-engagement/) - [O Estado de S. Paulo (Brazil)](https://www.estadao.com.br/cannes-lions/nova-pesquisa-da-warc-e-aletheia-revela-como-o-marketing-baseado-em-valores-impulsiona-resultados/) - [Marketing Directo (Spain)](https://www.marketingdirecto.com/anunciantes-general/publicaciones/marketing-valores-warc-aletheia-eficacia-publicitaria) - [Inside Radio (U.S.)](https://www.insideradio.com/free/aligning-ads-with-consumer-values-lift-engagement-and-results/article_278b8daf-b75c-4a2f-962e-ffbb40a67899.html) **Industry and Trade Publications** - [Adgully (India)](https://www.adgully.com/post/7963/18x-to-2x-roi-new-warc-research-reveals-how-values-driven-marketing-can-improve-ad-effectiveness) - [BizCommunity (South Africa)](https://www.bizcommunity.com/article/warc-report-how-values-driven-marketing-can-transform-advertising-effectiveness-626581a) - [Marketing Report (Global)](https://marketingreport.one/news/values-driven-marketing-boosts-campaign-performance-study.html) - [Research Live (U.K.)](https://www.research-live.com/article/news/valuesbased-advertising-raises-ad-effectiveness-says-study/id/5143866) - [Media Update (South Africa)](https://www.mediaupdate.co.za/marketing/160150/warc-research-campaigns-that-embed-values-driven-marketing-unlock-ad-preference-likeability-relevance-and-performance) - [IPMark (Spain)](https://ipmark.com/aplicar-valores-en-publicidad-aumenta-eficacia-anuncios/) - [MAD Times (South Korea)](https://www.madtimes.co.kr/news/articleView.html?idxno=25506) - [Marketing Magazin (Slovenia)](https://www.marketingmagazin.si/vpogled/novi-trend-marketing-ki-temelji-na-vrednotah) **Regional, Niche, and Emerging Outlets** - [AdChat DFW](https://adchatdfw.com/aletheia-marketings-chris-schembri-tells-us-why-values-are-the-new-marketing-demographics/) - [The Brand Berries (UAE)](https://thebrandberries.com/warc-research-shows-campaigns-that-embed-values-driven-marketing-unlock-ad-preference-likeability-relevance-and-performance/) - [Roastbrief (U.S.)](https://roastbrief.us/warc-research-shows-campaigns-that-embed-values-driven-marketing-unlock-ad-preference-likeability-relevance-and-performance/) - [Prime News Africa](https://primenewsafrica.com/warc-report-how-values-driven-marketing-can-transform-advertising-effectiveness/) - [es (Spain)](https://www.reasonwhy.es/actualidad/estudio-warc-impacto-marketing-basado-valores) - [Brand Times (Nigeria)](https://www.brandtimes.com.ng/values-driven-marketing-proven-to-drive-better-ad-outcomes-new-study-reveals/) - [Persand Barnes](https://persandbarnes.wordpress.com/2025/10/23/el-marketing-basado-en-valores-multiplica-la-eficacia-publicitaria/)   **Why It Matters** This level of international pickup for a research-driven thought-leadership piece is rare, and it signals growing recognition that **values-driven marketing is the future of advertising and audience building**. Across continents, marketers are embracing the same insight: when you understand *why* people think, feel, and act the way they do, every media dollar works harder. Aletheia’s proprietary tools, including [**Pluralytics**](https://valuesdriven.aletheia.com/pluralytics.com?hsLang=en) and [**Zenzi**](https://valuesdriven.aletheia.com/zenzi.com?hsLang=en), make this alignment measurable and powerful across creative, audience, and media strategies.   **What’s Next** As the conversation continues, our focus shifts to amplification: translating insights for local markets, deepening partnerships with regional outlets, and exploring new ways to connect data, creativity, and values. Because when campaigns are built on shared values, everyone wins.   **Dive deeper →** [**www.valuesdrivenmarketing.com**](http://www.valuesdrivenmarketing.com) --- [![email sig WARC study](https://valuesdriven.aletheia.com/hubfs/email%20sig%20WARC%20study.png "email sig WARC study")](https://linkprotect.cudasvc.com/url?a=https%3a%2f%2fwww.warc.com%2fcontent%2farticle%2fwarc-exclusive%2funlocking-the-value-of-values-driven-marketing%2fen-gb%2f161791%3futm_source%3d%26utm_medium%3d%26utm_campaign%3dAdvisory-reports&c=E,1,SShPrDwGq-gXK0Cs9JYi7mBmV30Kh4tI-ntB8ld9kqzuPV4pADcXepTQL4RLrV8-VQFqzM-gMizS_PwjLShLXYdaorsCqL1aBp7KMBhmoVfCC6M,&typo=1) [![2-4](https://valuesdriven.aletheia.com/hubfs/2-4.png "2-4")](https://share.hsforms.com/1-iqpxIXzQ4GXyfQrRMGMAw5la4y) [![Aletheia Logo](https://aletheia.com/wp-content/uploads/2024/07/AMM-4099_Lockup_Logo_Vwhite.png)](https://aletheia.com) [![Facebook](https://aletheia.com/wp-content/themes/Aletheia/assets/images/facebook.png)](https://www.facebook.com/AletheiaMM/) [![LinkedIn](https://aletheia.com/wp-content/themes/Aletheia/assets/images/linkedin-8.png)](https://www.linkedin.com/company/aletheia-marketing-media/) [![Instagram](https://aletheia.com/wp-content/uploads/2023/11/Instagram_Glyph_White-.png)](https://www.instagram.com/aletheiamm/) [14175 Proton Rd Dallas, TX, 75244](https://goo.gl/maps/C3YpoUcasXenqQfJ9) [972-776-4073](tel:972-776-4073) Copyright © 2024 Aletheia [Privacy Policy](https://www.iubenda.com/privacy-policy/93975675) [Accessibility](http://aletheia.com/accessibility/) [Cookies Policy](https://www.iubenda.com/privacy-policy/93975675/cookie-policy)