Meanwhile, YouTube remained top in Beano Brain’s 100 Coolest Brands for 2025.

Watch: Rebecca Dibb-Simkin also discussed why marketing is central to the energy company.

Delegates were warned at The Future of Brands that they must understand and influence how large language models perceive and communicate about their brands to consumers asking for product recommendations.

Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.

A panel at last month’s Future of Brands advised that getting more out of your data starts with a change in philosophy in caring about not audience demographics but the behaviours that drive consumers to purchase.

At The Future of Brands, the cross-media measurement initiative’s planning director explained the reporting options for users.

Specsavers’ head of media, connections planning and insights joins Jack Benjamin to discuss how the retail chain has built a strong brand through consistent creative messaging and media investment.

The event will take place on 29 April 2025.

Jack Benjamin hosts a live panel where three media strategists field questions about common challenges in advertising.

The Wonderhood co-founder and former Channel 4 CEO argued the industry has put too much focus on the technicality of media choices.