News Archives

IPA Bellwether Report Q3 2025: Strategic Resilience and Smart Investment Define the Next Chapter for UK Marketing

The Q3 2025 IPA Bellwether Report arrives at a delicate time, as the market slowly regains its footing after a period of hesitance.

Building a Shared Language: How Incrementality Brings Marketing and Finance Together

Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page.

OOH Wins the Last Mile

OOH doesn’t just accompany the journey, it moves it. The channel’s strength is simple: physical context that prompts real action, right now.

These Brand Mascots Are Coming To the 2025 Macy’s Thanksgiving Day Parade

The 2025 Macy’s Thanksgiving Day Parade is already shaping up to be quite different than previous years when it comes to which brand mascots will and won’t be featured as balloons and floats.

Acxiom and ReachTV Partner to Launch Industry-First Data-Powered Travel Media Network

Innovative collaboration creates personalized experiences reaching over 50 million monthly travelers

The Heathrow Bears Are Back for the 2025 Holiday Season

The return of the Heathrow Bears is being celebrated in an extra special way in their fourth advert.

Connecting Data, Driving Outcomes: The Future of Marketing Measurement with LiveRamp’s Alexia Nakad

In this episode, we talk with Alexia Nakad, VP of Brand and Commerce Media at LiveRamp, about how data collaboration and clean room technology are transforming marketing measurement.

Alternative Marketing Solutions for a Costly Election-Year Media Landscape

In a year where politics dominate the headlines, your brand doesn’t need to compete with the noise. It needs to be something people can trust. And trust is built through presence, purpose, and proof.

Building Trust and Protecting Integrity in Advertising After AI

Jamie Maw, Business Director at Advertising Week, led a round table discussion on transparency and authenticity in digital advertising presented by SonicOrigin.

There’s Good Money in Bad News, but Brand Safety is Blocking It

In this interview, Ivan Doruda, CEO of MGID, explains why the industry’s protective systems have backfired, how this has weakened the media ecosystem, and what advertisers can do to reverse the trend.

Why Programmatic OOH Is the Unsung Hero of Omnichannel Campaigns

As commerce and retail initiatives take centre stage, PrOOH is uniquely placed to drive measurable outcomes – whether that’s influencing purchase intent, reinforcing key messages close to point of sale, or boosting ROI when paired with other channels.

Janina Lundy, EVP of Marketing & Brand Partnerships, Hartbeat

Janina Lundy, EVP of Marketing & Brand Partnerships at Kevin Hart’s global entertainment company, Heartbeat, explores how humor and culture are redefining branded storytelling.

We Don’t Want to Live in a World With Three Boobs, Six Fingers and Zero Ideas

If we use our new skills and tools, combined with great strategy, surprising ideas and expert craft, maybe we can get better and faster at making…you know, things people are actually interested in.

AI Won’t Replace Creative Talent, But It Will Expose the Lack of It

Teams that survive won’t be the ones with the most experience or fanciest portfolios. Original thinking, quick adaptation, and creative edge will matter more than tools. AI won’t replace creative talent.

From Reach to Resonance: Building Smarter Deals in the Creator Economy

Reach may open the door, but resonance is what closes the deal. In today’s creator economy, performance is the premium, and it’s time our contracts caught up.

B2B Marketing’s Dirty Secret: Nobody Cares About Your Impressions

The future of B2B marketing isn’t about brand versus performance. It’s about accountability to revenue outcomes.

Clippy, Clooney and All Things Inbetween: How Brands can Balance Mascots & Ambassadors

With markets populated by near-identical products and differentiation becoming increasingly difficult, it’s not hard to see why brands are turning to mascots en masse.

Jimmy Wales on How Wikipedia Earned the World’s Trust

Drawing from his new book, “The Seven Rules of Trust,” Jimmy shares lessons on transparency, neutrality, and purpose.

In Today’s Crowded Streaming Market, Innovative Ads Can Capture Viewer Attention

Innovative ad formats are an opportunity for advertisers to get their message across in new ways, and to avoid disrupting programming as a typical ad break might.

Tuning into a More Accurate Radio Frequency for MMM

Thanks in part to recent data collecting enhancements by Media Monitors, radio now possesses additional leverage in market level discussions.

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