‘We need to stop gazing at our navels and make waves’
Advertising effectiveness is being undermined by short-termism, narrow metrics and underinvestment, and the industry must “think big” again to unlock…
News Analysis
AA/WARC reaction: Trust is the new advertising stardust
This week’s AA/WARC Expenditure Report has revealed that advertising and marketing industry is continuing to grow at pace in the face of…
Bellwether reaction: Hailing the return of the C-word
This week’s IPA Bellwether Report has revealed that UK companies are holding their nerve as the geopolitical crisis rages on,…
Can direct mail still thrive under endless price rises?
Royal Mail’s recent price hikes might not have exactly come out of the blue; after all, there have been multiple…
Royal Mail crisis triggers fears of direct mail backlash
The Royal Mail delivery crisis, which has led to accusations that parcels are being prioritised over letters, has sparked fears…
Bellwether Reaction: ‘Stay agile, prioritise targeting’
This week’s IPA Bellwether Report has revealed that, perhaps unsurprisingly, the marketing and advertising industry has been caught up in…
Decision Marketing at 15: Why data now rules the world
Back in 2010, the data-driven marketing industry was still heavily reliant on the likes of Experian, Equifax and Callcredit, whose…
Decision Marketing at 15: Who’s the boss of the DMAs?
Few would doubt that the DMA Awards, which in various guises can trace their roots back nearly 50 years, are…
Decision Marketing at 15: In tribute to industry legends
Like every sector, the data-driven marketing industry has its leaders and its followers, and, over the years, the business has…
Decision Marketing at 15: Can anyone crush the giants?
There is little doubt that over the past 15 years, the rise of the US tech giants has fundamentally reshaped…