Creative

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.