This free report, the second in the series as part of the IPA’s Know the Value of Media project, examines how the significant changes in the consumer landscape have changed the way brands communicate and the critical role media agencies play in advising brands where to invest. It analyses the winners from the IPA Effectiveness Awards case studies database between 2004 and 2012, outlines the role IPA TouchPoints can play, and draws upon and updates the findings from the IPA’s Datamine 3.