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Conventional forecasting has become outdated amid a fast-moving, complex landscape. The growth of AI and machine learning means predictive analytics can anticipate audience and advertiser demand more effectively.

The holding group has rebranded its media investment arm to WPP Media, a “fully integrated, AI-powered company”.

Overall, content grew by 5% across the top five platforms during February-May.

A campaign last Christmas used a distinctive mix of media placements to showcase the brand’s premium credentials.

Perceptions of TV advertising are shaped by the US, yet this market looks, feels and functions very differently to the rest of the world. This leads to global strategies built on a flawed premise.

Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.

A new report from the alliance identifies key challenges and commits to shared goals.

Media owners, be they traditional publishers and broadcasters or challenger social media companies and streamers, see business growth in the long tail. Is there room for everyone?

The size of their business, the breadth of their offerings and their economic model leave the largest publicly listed agency groups vulnerable in the AI revolution. The next few years will see growing dominance of a different breed of agency. 

From The Guardian’s positive results to the sale of the Telegraph and National World, UK media brands still make sound business sense and can attract significant investment.