WPP’s new CEO has an extraordinary CV. But Rose’s appointment signals a deeper crisis in advertising: the people running it no longer believe it’s a creative business.
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An IPA and FT report has concluded that trust is not a ‘nice to have’ as companies that measure trust as a KPI are more likely to deliver stronger profits.
Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty.
Principal media benefits media agencies’ bottom lines at the cost of operating impartially.
Synthetic research can be a game changer for media strategists — so long as its limitations are taken into account.
IPA urges agencies to rethink billing structure amid ‘limited’ progress toward outcome-based pricing
Agencies need to evolve their commercial models beyond time- and resource-based pricing, especially as AI efficiencies and demand for outcome-based models increase pressure for change.