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While MMM is generally a good technique for judging channel effectiveness, we must be aware of its various blind spots — most notably, the way it undermines the importance of brand-building. 

OMG will become a ‘strategic beta partner’ to help Nectar360 hone its products and capabilities.

She will run day-to-day operations at the media barter company.

The ad industry keeps obsessing over whales, but the krill are paying the bills. It’s time someone built an agency for the rest.

MNC CEO Luke Bristow joins Jack Benjamin to discuss the strategy behind acquiring a VC fund and where independents see opportunities for disruption as holding groups consolidate.

Advertising Association’s Manchester outing shone a spotlight on northern talent and creativity. The challenge is to take these hot topics and turn them into meaningful action.

However, this is only the case if distinctive brand assets are used, according to a new study from VCCP Media and Amplified which examined creative and media’s combined impact.

Agency leaders from GroupM, Stagwell, VCCP and the7stars share their thoughts on the contentious topic.

GroupM’s latest research and a Jamie Paterson chant both highlight the importance of local pride and regional nuance — and why brands and strategists must understand this.  

A roundtable of Future 100 participants also discussed the urgent need to not just attract but retain talent in an era when DEI progress feels like it’s going backwards.