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.

Precision-targeting may be seductive but comes with limitations. Here’s how agencies and brands can navigate the shifting sands of data-driven marketing. 

The “Blind Hijackers” campaign leveraged BPS voices in popular LadBible formats, placing accessible, experience-led storytelling at its heart.

Advertisers are busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background. If Hollywood can celebrate ageing, why can’t we?

Not all impressions are equal and different touchpoints generate varying levels of effectiveness. But how often do brands take all of these factors into account? This is where super touchpoint planning comes in.