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IPA member agencies and other industry experts offer advice, share their views and highlight challenges and opportunities in engaging and incisive posts
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Blog
Rich Kirk argues that the future belongs to brands that focus resources on creating campaigns with true scale, reach and cultural gravity.
Rich Kirk
10th October 2026
Why is it time to move beyond legacy media classifications? Monica Majumdar, Director of Client Strategy at Reach, argues that planners should focus instead on how audiences experience content.
Monica Majumdar
28th September 2026
Andy Fraser explores why a brand's identity can no longer be held together by subjective human judgement alone – and therefore we must stop treating governance as a craft and start managing it with...
Andy Fraser
23rd September 2026
Alex Acosta explores why the brands that win make the Michelangelo bet: commissioning work that shouldn’t be possible and protecting it long enough to become inevitable. Meanwhile, the rest...
Alex Acosta
A brand's true place in business is to act as a compass, and by adopting this role, brands can have a greater positive impact on organic growth, provided four essential conditions are met.
Ben Thompson
Bryan Hogg argues that in a brand landscape that is increasingly losing its meaning, brands should embrace the art of being selfish if they want to return to playing a crucial role in the shaping...
Bryan Hogg
Hemal Gill explores how the advertising industry is experiencing an ambiguous loss and why the path forward is not to fix it, but to stand within it, generate light from the inside out, and build...
Hemal Gill
Jack Stanley argues that the industry is at a moment in history where choice is being forced and that the brands that will define the next century will be those that recognise this and make the...
Jack Stanley
Julian Roberts argues that the advertising industry has stopped asking what brands believe and instead is asking where brands can appear - caught in the spectacle trap without realising that it is...
Julian Roberts
Kally Boshnakova makes the case for imperfection and explains why the brands that embrace it will carry the future of brand building.
Kally Boshnakova
Olivia Collins argues that brands can learn lessons from dating on how to attract – and build relationships – with their consumers.
Olivia Collins
Thomas Soares argues that it's harder than ever to be a truly good brand and that the brands that play into their pantomime villain status will be the ones that get ahead.
Thomas Soares
Tom Moloney explains what brands can learn from comedians to help them find a voice, deepen their identity, and set off on the path to becoming an enduring ‘Headliner’.
Tom Moloney
Rachel Porter argues that advertising, left unchecked, destroys the ecosystems it once sustained and that the brands that survive will be the ones that learn to forecast the oncoming disaster.
Rachel Porter
Sam Collenette argues why we should embrace a polyphonic approach to brand planning, moving beyond a single, monolithic brand voice to a coherent ecosystem that designs for multiple voices,...
Sam Collenette
Dan Holt explains why in a world of abundant media and AI-mediated choice, passive visibility decays quickly. Brands without coherent human evidence risk being flattened; brands that build like...
Dan Holt
Farhann Cachra, Commercial Strategy Director, Global, explores how, despite increasingly fragmented and personalised media consumption, audiences continue to seek shared experiences, trusted media...
Farhann Cachra
17th September 2026
Chen Cui was awarded a distinction for this Advanced Certificate in Communications Planning essay explaining why planners should act as the glue across an agency if you want to establish an...
Chen Cui
10th September 2026
If applying established theories of effective media strategy by conventional means isn't working for your brand, is it time for new thinking? Greg Newman, Strategic Consultant at Craft Media...
Greg Newman
9th September 2026
One step back and two steps forward: Omnicom Media Group UK’s Charlie Ebdy asks if a more difficult advertising landscape could be an opportunity for more effective advertising.
Charlie Ebdy
8th January 2026
Talent development in the advertising sector is evolving, with apprenticeships becoming a crucial method to attract and nurture Gen Z talent. Agencies that adopt apprenticeships can foster...
James Ellis
27th November 2025
As technology, culture, and consumer expectations evolve at breakneck speed, the question remains: can advertising still shape the future or has its power to influence been fundamentally redefined?
Leo Rayman
12th November 2025
Kintsugi is the Japanese art of repairing broken pottery. Rather than disguise their efforts, the artist uses gold-dusted lacquer to highlight their work. The effect is striking. Instead of being...
Mark Hatwell
7th October 2025
Amid the noise and novelty of media change, TouchPoints reminds us that consumer habits remain remarkably resilient. In this article, Lucy Baumgartner, Effectiveness Director at Talon, explores how...
Lucy Baumgartner
Tom Darlington, Head of Consumer Insight, Hearts and Science International, reflects on his time taking the IPA Excellence Diploma in Brands, and explains why the qualification is the ultimate...
Tom Darlington
29th September 2025
IPA Media Research Director Denise Turner says understanding data, how customers buy a brand and encouraging diverse thinking are as important to successful strategies as ever.
Denise Turner
11th September 2025
Omnicom Media Group UK’s Charlie Ebdy explores how the advertising industry’s shift toward digital media has outpaced its ability to prove effectiveness.
14th August 2025
True’s Ellie Nicolaou shares her take on the IPA TouchPoints launch, where the spotlight was firmly on a unique, customer-centric, annual cross-media dataset – connecting with Gen Z on a...
Ellie Nicolaou
4th July 2025
Eda Incekara, Marketing and Insight Manager at Route Research, explores the growing commercial value of women's football and the strategic role Out-of-Home (OOH) advertising can play in this...
Eda Incekara
1st June 2025
After a lively IPA-hosted debate on influencers at Advertising Week Europe, we asked two of the speakers, Sabrina Francis, Strategy Partner, The7Stars, and Thomas Walters, Europe CEO and co-founder...
Sabrina Francis, Thomas Walters
29th May 2025
True's Ellie Nicolaou writes about her experience as an Account Executive Apprentice in Adland - no fluff, no filler, just a first-hand look at how she thinks, works, and rewrites the rules as a...
Paula Torres Moneu, Senior Strategist at Golley Slater, explores how external drivers of change in the media landscape have influenced the development and implementation of communications plans.
Paula Torres Moneu
27th May 2025
