The IPA’s senior insight analyst, Molly Bruce, stands in for Simon Frazier’s regular column again for this month to explore the importance of flexibility in a world where things rarely go to plan.
More Opinion articles
After 308 goals, 15 red cards and 208 hydration breaks, the final whistle has blown on FIFA’s 2026 World Cup. So with Spain taking gold from Messi’s Argentina in extra time, what did The Guardian’s ad team learn, asks Imogen Fox.
Less-than-perfect press performances of late fade into nothingness compared with the greatest failure of the media in any age: the failure to communicate the existential threat of climate change.
Brands that plan for conversation alongside coverage will be better positioned to convert visibility into relevance, writes SuperAwesome’s Sam Clough.
Brand suitability has evolved, but more progress is unlikely to come from adding more exclusions. It will come from understanding content more precisely and giving advertisers greater confidence to judge relevance on its own merits.
In the same way a chef preps ingredients before service, marketers need to ensure their data is fit for purpose before it feeds into decision-making.
The very things that make in-store feel safe are precisely what make it risky when overused, writes Spark Foundry’s strategy partner.
The Tai Chi scammers aren’t the only ones preying on our addiction to social media. Why is adland not discussing ways to root out this poison?
Mail Metro Media deserves credit for shifting its mindset from how much revenue can be extracted from today’s web page to how valuable tomorrow’s page could become, writes Lumen’s Mike Follett
Bloomberg’s European MD for advertising, David Bradford, is in the hot seat for our probing and quick-fire Leading Questions.