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Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.

Headcount will reduce by 18% as the broadcaster plans to leave Horseferry Road HQ as part of new five-year strategy.

Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly, writes the editor-in-chief.

Lauren Ogúndèkó is on a mission to “debunk” myths about AI in media this year.

The year ahead, according to Wavemaker UK CEO Kelly Parker, is going to feature more “noisy” conversation around AI and clients worried about being left behind amid advances in tech and measurement.

For those who struck gold and those who have been less successful in the pivot to streaming, 2024 will be when advertising comes to the fore, writes Goodstuff’s head of video planning.

Kara Osborne also cites “trust and belonging” as key issues.

Pay.UK’s Current Account Switch Service, has added Twitch to its plan for the first time to target “hard-to-reach young adults”.

With in-housing on the rise and a continued focus on efficiency and targeting, the industry could do better to quantify the value of creativity.

Everything in digital can be measured and this abundance of measurement gives marketers a feeling of control. But we have forgotten the basics of marketing that still apply today.