There seems to be a growing body of opinion that mass marketing – and the waste that comes with it – is the way to go, says Dominic Mills – The trouble is that none of this fits well with the drive for accountability.

Despite 92% of Gen X going on social media every day, just 5% of brand spend on influencer campaigns is targeted at the cohort, according to media agency Wavemaker’s findings.

Despite appointing a new CEO and delivering reasonably positive results, there’s still no sense of direction at WPP, writes Dominic Mills. Plus: Lidl’s strange decision to ditch TBWA.