More Strategy Leaders articles

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. 

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.  

To cut through the noise, brands must focus on genuine engagement. It requires a complex understanding of attention that varies based on brand and consumer interactions with devices, content, media and platform.

Following the recent ruling on Meta’s privacy intrusion, Thinkbox’s new CSO explores how advertising can deliver relevance without the stalker vibes.

There is big change on the horizon for the media agency landscape. Here are six key trends to watch.

Change is cyclical and recognising these cycles creates opportunity — after all, what’s old is new, what’s new is old. The chance to grow brands now is significant.

The Heineken brand opened a corner shop complete with a dance floor as it adopted a social-only media plan for the first time.

In a world where attention is expensive, your message must be economical. It doesn’t matter if this is creatively valid — this is the reality we face now.

Looking at the evolution of brand marketing and media planning by vertical, UM’s Dan Chapman explores how AI will transform every stage of the consumer journey and why brand essence matters in this new era. 

The marketing funnel isn’t perfect, but its fundamental logic still holds: people don’t buy things they’ve never heard of. Marketing is just evolving, as it always has.