As the media landscape fragments, AI becomes ubiquitous, processes evolve and the industry adapts, it can be a challenge to make sense of what is really going on and where attention should be focussed today in order to thrive tomorrow.
That’s why we have launched the brand-new IPA Making Sense Unit, a place where we bring together the greatest minds and research within the industry today. The Making Sense Unit will help you break through the barriers of the being afraid to ask what’s going on and give you the confidence to never stop asking questions.
The trouble with Advertising and Marketing is that they sell themselves on the basis of what they do, when they should sell themselves on the basis of how they think. Because what they do is of interest to about 7,000 people world-wide, how they think is of relevance to everyone.
Why we need to Make Sense more than ever
Launched in January 2026, The Making Sense Unit unites several initiatives: the landmark Making Sense: The Commercial Media Landscape report, The Planning & Strategy Summit, The Insight Summit and the IPA Making Sense Podcast under one umbrella. Its aim is to help the industry better navigate today’s media world in an engaging and informative way and place industry practitioners at the forefront of knowledge in this space. Not only this, but we’ll also be taking all of the combined learnings of The Making Sense Unit on the road with a regularly scheduled Making Sense Roadshow, so that no-one is left behind.
If AI levels the playing field, how do you know if you’re playing on a premier league pitch or a field for the local Sunday five-a-side? What sets your organisation apart from others who employ similar tech tech? The people who ask the smart questions, who embrace curiosity and employ scepticism in fair measure and who aren’t afraid to make mistakes and say I don’t know – that’s the true point of differentiation, that AI can never replace.
Making Sense: The Commercial Media Landscape publication
With so much talk of media fragmentation and the seismic impact of AI, it can be difficult to know what is going on or where to start on the journey of understanding these shifts and their impacts. That’s why in 2019 we launched the Making Sense: The Commercial Media Landscape publication powered by the IPA’s very own media-neutral TouchPoints data. Now in its 7th edition, this publication has become a cornerstone used by agencies, media owners and advertisers to understand what is really going on. Featuring a range of industry perspectives from some of the best in the business on all the latest findings.
The Making Sense Planning & Strategy Summit
With the disciplines of planning and strategy playing such vital roles in advertising effectiveness, we wanted to create a forum where the greatest minds in planning and strategy could come together to showcase the amazing work they do. Launched in 2022 and now 4 summits and over 2,400 attendees later, we’re back again in September 2026.
The Making Sense Insight Summit
As AI usage becomes increasingly widespread, the need to invest in quality research and the role of Insight professionals has never been more important than it is today. Every March, since 2024, we have been showcasing and celebrating some truly amazing work from Insight professionals across the industry. Watch this space for 2026.
The IPA Making Sense Podcast
Join hosts Simon Frazier and Molly Bruce as they speak to some of the greatest minds in advertising, media and marketing today. Launched in December 2025, The IPA Making Sense podcast has become the place to go to cut through the complexity of the modern media world.
Tune in regularly to hear from an amazing range of upcoming guests.
The Making Sense Roadshow
Check here for the latest dates of when Simon and Molly will bring all the latest from the Making Sense Unit to a venue near you.
Contact
If you have any questions or would like to be a guest on the show, please get in touch with us via [email protected].
Simon Frazier
Head of the Making Sense Unit
Molly Bruce
Senior Insight Analyst & Making Sense Content Lead