South Africa, Oct. 16 -- '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...