They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here’s why we still need proper ‘ad campaigns’.

In an update on a 2020 piece, Ian Mc Grath looks at ways to improve integrated campaigns as we shift from an “either/or” approach to “and” thinking.

The market is looking brighter, so it’s the wrong time for agencies to be too cautious. But, as always, the ingredients for success are fast-moving.