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.

Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.

Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.

Nina Franck explores how AI can be a friend rather than a foe to help TV planning and strategy.

Brands have always grown stronger and faster when scoring in 6s and 4s by using ‘Big Media’ — not worrying about singles.

At an upfronts event in London today, Clear Channel executives made the case for out-of-home to be the right and responsible choice, as well as a platform for good.

Clear Channel strategist Colin Horan argues turbulent times present a golden opportunity for brands, and broadcast reach is more important now than ever before.

Prosperity is no longer a reliable guide to purchasing patterns, writes Wavemaker US’s chief strategy officer.

Nina Franck explores how to pick and mix campaign measurement tools to best suit business and budgets. 

Media agencies should become more like management consultants , focussing on the ‘why’ rather than the ‘how’.