All Articles

Observed purchase data suggests younger consumers are spreading smaller budgets across more merchants. Brands need to understand the occasion they are competing for, not just their own repeat rate.

New connected-TV research suggests the value of interactivity lies less in adding features than in making one relevant next step easy for the viewer to take.

New UK research finds 75% of senior consumer-goods marketers cannot estimate how many promotions are profitable. The problem is less discounting itself than weak learning design.

Laurie Buchanan’s fantasy card game has moved from childhood prototype to publication. SPIEL Essen will test whether creator-led visibility can convert into lasting retail demand.

Homes England’s selection of Digbeth Loc Studios for Fazeley Street gives Birmingham’s screen cluster new momentum. Its value will depend on year-round demand beyond headline productions.

New social-video research shows attention-grabbing creative often fails to build brand connection. The answer is to make distinctive cues part of the idea, not a closing label.

A new regional cohort has begun investment-readiness support. Its value will depend on whether founders turn creative ambition into convincing evidence of repeatable demand.

New WPP Media analysis challenges the habit of treating search and social as the only routes to immediate return. The practical question is which channels create profitable demand soon enough.

UK shoppers may belong to an average of 12 loyalty schemes, but new evidence suggests everyday brand habit is weakening. The priority is useful repeat choice, not larger member files.

New analysis of multi-market campaigns suggests international scale can build brand effects while weakening commercial impact when adaptation turns into creative caution.

Boots’ work with DAIVID and CreativeX shows why creative effectiveness is moving beyond campaign evaluation towards a more useful question: which assets deserve the next pound of media spend?

Snapchat’s London mobile-billboard campaign is aimed at media decision-makers, illustrating how B2B advertising can use workplace geography as a targeting signal.

A new 10-year partnership puts media education inside Birmingham’s emerging production cluster. Its value will depend on whether live briefs become lasting regional careers.

Newsworks’ new sales modelling gives cultural relevance welcome commercial weight. But brands will get more from treating it as a diagnostic than another headline KPI.

New advertising research suggests perseverance-themed creative can prompt consumers to explore and switch. That makes it a useful, but narrowly targeted, trial device.

New IPA evidence shows commercial media is increasingly consumed alone. Brands now need to distinguish between personal relevance and the rarer power of shared attention.

New European research suggests unclear product information is still costing fashion and sports retailers sales, while leadership attention remains elsewhere.

Ofcom’s latest Media Nations report shows YouTube gaining ground on television sets. For brands and broadcasters, the decisive contest is moving to the interface.

Most branding problems are not design problems. They are positioning problems, clarity problems and organisational problems that become visible externally through inconsistent branding. As markets become increasingly saturated with similar aesthetics and messaging, competitive advantage is shifting away from visual identity alone and toward strategic clarity, behavioural consistency and sharper market positioning.

As AI lowers the cost and speed of creative production, the challenge for brands is no longer simply creating content - it is creating work that feels distinctive. In an environment saturated with AI-assisted output, competitive advantage may increasingly come from taste, clarity, originality and the ability to maintain a strong creative perspective.