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The Media Leader asked some of the UK’s top strategic minds to share their thoughts.

Audience targeting based on class attitudes relies on outdated assumptions about how people in the UK see themselves, OMD’s thought-provoking research paper has found.

The purchase strengthens Adwanted’s data division.

Heineken’s Sarah Prentice, Initiative’s Rachel Coffey and NatWest’s Peter Rowe join Jack Benjamin to answer audience questions on planning. They discuss social spend, consideration, DEI and more.

The retailer turned to social media humour to boost awareness of its repairs offering.

Boomers and Gen X are the next big digital audience — and we can learn from existing Gen Z marketing best practice as our media consumptions converge.

Media agencies are under immense pressure. With new models emerging and more evidence of what advertisers want in the new world, change is afoot. 

One of the UK media industry’s first-ever digital media strategists and buyers, Robins is set to launch his fifth venture.

Understanding human psychology and behaviour helps us find real insights. But this approach tends to be absent when it comes to the comms plan.

Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.