We must focus on people, partnering wisely, and let our communication goals guide our channel choice.

Media at its core is meant to reach as many people in your buying category. When using TV, plan towards relevant reach and opportunities to see, rather than theoretical figures.

Agencies find it easier to blame measurement geeks than admit their failures in trading transparency and inaction over ad fraud.

In new IPA research, advertising effectiveness expert Les Binet has explained why econometrics matters now more than ever.

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.