Alphabet, parent of Google, faced more scrutiny about its position on AI than on its far bigger advertising business, which is more profitable than ever despite its heavy investments in infrastructure ...

Part of the Marketer's Toolkit 2025, this report dives into the Voice of the Marketer survey data, to explore broader marketer thinking on budgets, media channels, measurement and investment plans.

The popularity of esports is rising, and brands are starting to recognise its potential as a powerful marketing tool, particularly for reaching younger generations. Last year was big for esports. And ...

Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing ...

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

At the height of his footballing powers, Thierry Henry fronted a Renault Clio campaign in which he demonstrated not just his own brand of effortless cool, but also that he innately understood media ...

The Super Bowl has always attracted big ad money and this year is no different, with reports that some 30-second spots have sold for a record $8m, an indication of just how much live sport and event ...

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns. Current distinctions between “brand” and ...

AI is expensive to build and run, the theory goes, and requires specific chips from specific companies – all of these ideas appear to have been disproved with the rise of DeepSeek, an AI start up ...

The separation of brand and performance advertising has led to siloed thinking, short-termism and declining returns. Pursuing an integrated approach to these activities – covering strategy, media, ...