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The member-only course targets teams across strategy, client leadership, creative, production and management, with a focus on moving beyond experimentation to practical implementation that improves output, efficiency and client delivery.

Shifts in buyer behaviour are forcing B2B marketers to rethink how they drive growth, as increasingly complex decision-making processes slow purchasing and raise the stakes for engagement.

The intake highlights a mix of independent and international agencies strengthening their presence in the UK market, while also underlining the IPA’s role as a benchmark for effectiveness, talent development and industry standards.

The findings come from Independent Marketing Sciences (IMS), which analysed more than 270 campaigns across 24 advertising channels over the past decade.

The initiative reworks advertising creatives into darker visual formats designed to lower energy use on LED screens, while maintaining visibility and impact across digital out-of-home environments.

Universal Ads, Comcast’s self-service advertising platform, has introduced linear television inventory, enabling advertisers to plan and execute campaigns across both traditional TV and streaming environments within a single interface.

A new study from System1 and partners examines why some advertising delivers results while other campaigns fail to connect, highlighting the role of emotion, storytelling and execution in driving effectiveness.

The collaboration brings Triton Digital’s Podcast Metrics Demos+ dataset into the tool, allowing advertisers to plan and evaluate podcast campaigns alongside other media channels with greater consistency and comparability.

The agreement gives advertisers access to 320 digital screens delivering more than 1.3 billion monthly impressions, covering major cities and key transport routes across the country.

Revenue less pass-through costs reached £2.26 billion, declining 6.7 percent on a like-for-like basis. The company stated that performance aligns with guidance issued alongside its preliminary results in February.

The integration allows Firefly’s digital car top and moving screen network to be accessed via VIOOH’s global platform and connected demand-side platforms, bringing street-level, route-based media into standard programmatic workflows.

The integration combines Amazon’s audience and shopping signals with Global’s listener data to support full-funnel advertising and measurement.

The agreement gives advertisers access to premium inventory on LG Smart TVs through Teads, including high-visibility placements such as the HomeScreen format.

The partnership brings a unified offering to agencies, combining Outmax’s optimisation capabilities with Perion’s programmatic digital out-of-home solutions.

The integration connects both companies’ systems into a single workflow, allowing marketers to evaluate campaign configuration and exchange-level diagnostics simultaneously.

What stands out is not just the scale, but the context: this growth came despite economic and geopolitical uncertainty, and without the usual cyclical boosts of global events like the Olympics or World Cup.

The study, Why Frequency Matters: Combating Negative Reach, highlights how repetition of ads across streaming, social and digital platforms can quickly lead to consumer fatigue.

Burger King’s latest out-of-home campaign, Finished, resonates with fitness audiences ahead of the London Marathon, according to data from System1

His appointment reflects Ogilvy Paris’ focus on integrating digitally driven creative work across its client portfolio.

The awards span four categories — campaigns, digital and social, TV, and print and outdoor — with 36 brands recognised. Among the winners are CeraVe and Heinz, reflecting a mix of creative approaches and media strategies.

Ogilvy has confirmed that Patou Nuytemans, chief executive officer for Europe, Middle East and Africa, will leave the agency after a 30-year career spanning global and regional leadership roles.