06 Dec 2022

How the war in Ukraine impacts behaviour

When it comes to dealing with the war in Ukraine, seven different consumer coping strategies – including emotional retreat and surrender to fate – have emerged among consumers. [m]SCIENCE’s qualitative experts explain the role of brands in offering support in times of crisis

06 Dec 2022

Data and AI can predict success

Nearly half of promotions lose money. Angus McLean and Randy Kohl look at some of the most effective promotional tactics for defining and measuring promotion effectiveness using deeper promotion analysis

06 Dec 2022

Inclusion’s next wave

Being inclusive helps to shape better brands and businesses and, more importantly, results in a better world – and a better future – for everyone. By Marie Stafford and Sarah Tilley

06 Dec 2022

Calculating a cleaner future

This GroupM framework aims to create a robust methodology for measuring emissions across the media supply chain to accelerate decarbonisation of the industry

06 Dec 2022

Space commerce

Joseph Gilligan and Minos Makris explain why the commercial opportunities of space should be on businesses’ radars

06 Dec 2022

Inspiration drives growth

The desire for inspiration is one of the strongest human drivers of all. And in marketing, too, a lot can be achieved with inspiration, says Peter Petermann.

06 Dec 2022

The future of B2B

Michael Lombardi and Alex Warner explore all the changes impacting commerce and show how any business leader can drive the future of the adaptive business

06 Dec 2022

Navigating business transformation

As brands and organisations turn their focus toward growth, four areas – health, racial awareness, climate change and economic recovery – will require attention, say Rachel Hogan and Gareth Jones

05 Dec 2022

Haleon: turning words into action

WPP’s Richard Hau explains how AI is helping blind and low vision consumers – and others – access information on healthcare packaging

01 Dec 2022

WPP on 2023

The marketing innovations to watch

01 Dec 2022

01.50

All eyes on social equality

"To stand for social equality is to stand out from the competition,” says WPP's Dr Stacie Graham

01 Dec 2022

02.03

First-party data will spur new growth opportunities

GroupM and Choreograph’s Krystal Olivieri explains why 2023 will be the year to unlock the full potential of first-party data

01 Dec 2022

01.43

The rise of occasion-led marketing

WPP's Stephan Pretorius discusses the impact that richer data and better analytics will have on the consumer experience

01 Dec 2022

01.46

A more human-centric metaverse

"Brands will build enhanced empathy and emotional connections in the metaverse" – Wunderman Thompson's Emma Chiu

01 Dec 2022

01.32

Measuring the power of diversity to fuel creativity

WPP's Rose Herceg believes the businesses that measure the impact of their DE&I efforts in 2023 will be the ones to watch

01 Dec 2022

01.41

Ecommerce will cease to be a silo

Wavemaker's Mudit Jaju on how ecommerce will become an inextricable part of how brands and consumers interact

01 Dec 2022

02.53

Creativity will help consumers to live a more sustainable life

WPP's Hannah Harrison explains how brands will help consumers narrow the gap between intention and action

01 Dec 2022

01.12

iCommerce will take centre stage

Ogilvy's Rahul Titus believes content, community and commerce will come together like never before

01 Dec 2022

01.41

Culture as the new brand currency

"We talk about The Great Resignation but this is about The Great Reflection" – Landor & Fitch's Emma Tolhurst

01 Dec 2022

01.43

Consumers will value consistency

"The biggest opportunity for brands is not to chase the new but to focus on a persistent truth" – BCW's Rebecca Grant