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Opinion

The brands that win in future won’t search for a mythical unified audience. They’ll connect many different audiences in many different places, writes the IPA’s Simon Frazier.

Positivity improves advertising receptiveness and recall. So why isn’t media spend going to the most positive environments? Danny Donovan asks.

Brands can build on OOH’s reach by inviting people not just to see a campaign, but to stop, join in, and become part of the experience, writes Kelly Eagle.