Why Attribution Fixation Is Getting in the Way of Growth
The article argues that the marketing industry’s obsession with attribution modelling creates a false sense of certainty and diverts attention from true commercial value. While dashboards can detail which touchpoints drove conversions, boards and CFOs care about revenue growth, margin expansion, and cash‑flow confidence. Agencies are urged to move beyond forensic reporting and adopt a three‑layer growth framework—diagnostic, commercial, and financial—to address real business friction. Marketers should demand partners who can tie creative and media spend directly to bottom‑line outcomes, not just attribution metrics.
AI-Driven Advertising Spend Set to Reach £18bn by 2030
The IAB UK study projects AI‑driven advertising spend in the United Kingdom to reach £18 billion (about $23 billion) by 2030, accounting for roughly 32% of total digital spend. More than half of IAB members (58%) are already experimenting with agentic AI,...
Paddy Power ‘Nobody Does Football Better’: Spot-On
Paddy Power is rolling out a high‑impact World Cup campaign titled “Nobody Does Football Better,” debuting with a 60‑second TV spot during the Champions League Final on May 30. Developed by BBH London, the ad pits English‑styled Danny Dyer against Hollywood‑type...
AG Barr Appoints Impero for Funkin Cocktails Overhaul
AG Barr has tapped independent agency Impero to overhaul its Funkin Cocktails portfolio, covering both the Nitro ready‑to‑drink (RTD) line and the premium Funkin Pro range. Impero will create a new multi‑channel campaign for Nitro RTDs and develop distinct branding, packaging and...
‘We Need to Stop Gazing at Our Navels and Make Waves’
The Institute of Practitioners in Advertising (IPA) released a new report, “Go Big or Go Home,” co‑authored by Les Binet and Will Davis, warning that the industry’s obsession with short‑term ROI and narrow metrics is eroding true advertising effectiveness. The...
Kopparberg Shuns Summer Clichés for ‘Sunshine’ Activity
Swedish cider brand Kopparberg has unveiled a new summer campaign called ‘Bring Me Sunshine’, aimed at Gen Z consumers who crave authenticity over clichéd beach imagery. Developed by agency Neverland, the activation features a music‑driven film starring DJ Dom Whiting,...
Ofcom Slams TikTok and YouTube Online Safety Failings
Ofcom has warned TikTok and YouTube that their child‑safety measures remain inadequate, after the regulator’s latest online safety tracker showed 70% of 11‑17‑year‑olds still encounter harmful content. Both platforms missed an April deadline to detail concrete changes, insisting their feeds...
40 Million UK Consumers Plan to Watch the World Cup
A new report commissioned by The Trade Desk shows that 60% of Britons – roughly 40 million people – plan to follow the FIFA World Cup, creating a massive audience for advertisers. The study highlights that 88% of sports fans watch...
Boots Drafts in Ex-John Lewis Chief for Loyalty Shake-Up
Boots UK has appointed former John Lewis executive Manish Bhagat as Customer Transformation Director to overhaul its Advantage Card loyalty programme. Bhagat joins a senior team that includes Charlotte Lock, Paula Bobbett and Steve Ager, following the departure of CMO Peter Markey. The Advantage Card, now...
Brits Wake up to the Power of Second-Screen Shopping
A MiQ report finds 47% of UK consumers shop via mobile while watching TV, and 76% use a second device during video streams. Younger viewers are even more engaged, with 92% of 18‑44‑year‑olds multitasking and 94% discovering brands through video...
Adapt or Die: AI Adoption to Double Within 18 Months
A new Gartner survey shows AI‑driven automation of marketing work is set to more than double, climbing from 16% of activities in 2026 to 36% by 2028. The same firm forecasts worldwide AI spending to reach $2.59 trillion in 2026, a...
US Group Acquires Tangent to Drive European Expansion
Exadel, a US AI and digital engineering firm backed by Sun Capital Partners, agreed to acquire UK‑based digital experience agency Tangent in a multi‑million‑pound (~$6.5 million) deal. Tangent, a 90‑person team with offices across Europe, Africa and Asia, will retain its...
Adidas ‘Backyard Legends’: A True 40-Yard Screamer
Adidas has launched its global “You Got This” campaign ahead of the 2026 FIFA World Cup with a five‑minute cinematic short titled “Backyard Legends.” The film, narrated by Oscar‑nominated actor Timothée Chalamet, pits a nostalgic street‑football crew against a dream...
Co-Op Expands Retail Media with Digital OOH Network
Co‑op Media Network has launched a nationwide digital out‑of‑home (DOOH) network, positioning the retailer as the UK’s fourth‑largest digital outdoor advertiser behind JCDecaux, Global and Bauer Media Outdoor. The estate comprises roughly 1,000 front‑of‑store screens in stores and 23 new...
Havas Play Ushers in New Senior Team to Drive Growth
Havas Play UK has reshaped its senior leadership with an all‑female lineup to fuel its culture‑first growth strategy. Charlie Hugill is promoted to chief client officer, Maria Panayi joins as head of culture, and Hannah Liu‑Sherman becomes managing partner overseeing...