In new IPA research, advertising effectiveness expert Les Binet has explained why econometrics matters now more than ever.
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Strategist Simon Carr thinks big and looks at how brands might deliver experiences that transcend the ordinary.
Creative media has taken a back seat because creative effectiveness doesn’t properly consider how the message is delivered.
At Roblox’s developer conference, online dating and big changes to the marketplace will change the way brands strategize their metaverse activations, writes ITV agency Metavision’s metaverse creative.
Brands looking to explore investing in “the sleeping giant” that is retail media, should consider a framework for their strategy.
The uproar over Havas winning the Shell account is hypocritical. If we’re all so perfect, why are any of us in an industry that promotes consumption and waste?
Living circumstances might be “more likely” to indicate purchase preferences than age demographics, new research has found.
Use AI to enhance creativity, not replace it. Truly disruptive marketing comes from human insight and ingenuity, argues Wavemaker UK’s chief strategy and planning officer.
It appears global forces are reshaping our behaviours and preferences, and businesses will need to adapt their brand strategies alongside them.
Faux OOH could complement Foundational and Special OOH activations, but it’s not quite the same thing in some powerful, if subconscious, ways.