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.

PPL developed a nationwide media plan for its festive prize in December and placed OOH at its centre.

It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.

In a shifting landscape, marketers need to think about more than just where their social media activity appears. Proper governance is critical to reputational success.

The chocolate brand decided to ramp up activity during Twixmas — a period that other brands have traditionally ignored.