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.

Wavemaker helped William Hill sponsor football docu-series Gaffer, supporting the campaign with a multichannel media plan aimed at extending the brand’s reach beyond game day.

One of The Media Leader’s inaugural Future 100 manifestos — to improve working conditions for neurodivergent people in media and advertising — has been developed into an industry initiative.

Analysis: WPP’s partnership with Roblox is an admission that gaming strategy has lagged changes in consumer behaviour.

There’s a misconception that planning fewer ads in order to reduce waste will lead to poorer results. But with intelligent modelling, strategic data partnerships and more metrics available, we can make ads more efficient and more effective.

Measurement is the enabler of creativity, not the stifler. It not only validates creative efforts but also provides a blueprint for future improvements.

EssenceMediacom’s chief strategy officer and head of media science and modelling join Jack Benjamin to explain how advertisers are spending three times more on paid social than is optimal.

New analysis has found that paid social spend may be treble the optimal level for growth, while TV could be getting less credit — and cash — than it deserves.

The GroupM brand has been dissolved after it lost Sky Media and Sainsbury’s, reducing the number of client conflicts between the agency and EssenceMediacom.

GroupM has hired former L’Oréal executive Aisha Khan to bolster the WPP media-buying division’s global ecommerce team.