The next phase of marketing will be defined by who removes the most friction from decision-making.
BRANDS + MARKETERS
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Modern marketing is all about who has the most agile talent. By the time a performance gap is visible in your data, the opportunity to lead the market has already passed.
In the end, the goal isn’t a satisfied client who got the marketing equivalent of a pair of khakis. It’s a client who gets promoted because the work surpassingly worked.
AW SHORTS – BRANDS + MARKETERS
The Q3 2025 IPA Bellwether Report arrives at a delicate time, as the market slowly regains its footing after a period of hesitance.
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.
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.
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.
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.
In a country increasingly divided along political lines, the media we consume should strive to maintain balance and fairness.
Relying on TV or radio alone, or ignoring the power and measurability of digital, will usually lead to inefficiencies or missed opportunities.
By focusing on these five areas, advertisers can unlock the full potential of the open internet. In so doing, they can make every impression, every signal, and every dollar deliver real business value.
The success of the genre confirms that 50+ isn’t just a consumer group worth chasing — it’s one that the smartest brands can’t afford to let get away.
In a market pressured by tariffs, supply chain constraints, and rising consumer expectations, auto brands cannot afford inefficiency in their media strategies.
Tina DeSarno, Chief IA Officer at MarketCast, kicked off the panel by setting the scene and describing the current issues marketers face.
With a marketplace in constant flux, brand leaders are looking to Advertising Week as the place to separate signal from noise, reconnect with peers, and walk away with insights that will actually move the needle.
