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A new study using neuroscience has demonstrated for the first time how digital out-of-home positively influences responses to other media.

#AWEurope: Dave Trott, the man behind some of the most iconic ads of the last 30 years, has said advertising has lost its creativity and the industry is wasting billions of pounds creating ads that have no impact.

Gender inequality in the workplace was a hotly discussed topic during the female-led Grazia panel at Ad Week Europe, which included Mary Portas and Google’s chief policy advisor Verity Harding.

Winners of the third annual Connected Consumer Awards will be announced today (23 April) – with live tweets from around 3pm.

All 4 replaces 4oD and hosts all of Channel 4’s linear channels, digital content and other online services.

Speaking at a Broadcasting Press Guild event, the WPP boss gave his two cents on a range of subjects – from the plight of newspapers and the future of the BBC, to Jeremy Clarkson’s fisticuffs.

The tool – dubbed ‘The Alfresco Labs’ – is the outcome of 18 months’ worth of research, which has revealed key “nudges” for OOH creative and planning and utilises behavioural change theory.

The grumpy rant, which roused nervous laughter during an Ad Week session that asked if people still trust advertising, concluded with Oborne claiming advertisers have “no morals – but they are very clever.”

#AWEurope: Douglas McCabe says media newsbrands might be fighting back against the likes of BuzzFeed and Vice, but they won’t win in the long-run.

The Future Foundation, in consultation with the IPA, identifies four scenarios for consumer marketing and engagement to 2025 – revealing a “challenging future” for brands and agencies unless they learn to adapt.