In the second of two parts, media leaders reflect on the year gone by – and offer their thoughts on what 2017 will have in store.

Google wants to achieve brand fame – but funny how it doesn’t use online channels to do that, writes Dominic Mills. Plus: orangutans induce anger and a lesson in obfuscation from Time Inc.

Napoleon’s Army saved many lives by only treating the more seriously wounded first. Here, Richard Shotton explains how the same principle could save millions of modern marketing pounds.

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.