The report from WPP Media highlights five key capability categories crucial for competitive advantage in advertising through 2030: data assets, distribution, transaction capabilities, technology and content/media. The analysis underscores that no singular company currently achieves top performance across all categories, suggesting advertisers must make strategic choices and partnerships to cover their needs.

New research finds that most marketers (61%) are concerned about the threat AI poses to the creator economy’s peer recommendation model, but only about a third of consumers believe the technology provides high-quality recommendations or improves the customer experience.

Adidas has executed one of the most aggressive digital marketing transformations in consumer brand history, cutting traditional sports sponsorship spending and redirecting budgets toward data-driven digital channels, DTC platforms, and social media strategies that offer measurable ROI advantages.

On Wednesday, Nielsen added more than 200 advanced audience segments in Nielsen ONE, its cross-platform analytics dashboard. According to Nielsen, these insights help advertisers reach and resonate with target audiences, even on linear TV where one‑to‑one targeting is limited.

Snapchat announced on Wednesday that it’s hosting its first-ever awards show on March 21. The social media giant says the awards show, called “The Snappys,” is designed to celebrate “the creators shaping culture on Snapchat.”

Kantar Media has unveiled a new brand identity, rebranding as Fifty5Blue following its separation from Kantar Group and acquisition by investment firm H.I.G. Capital in August 2025.

TikTok shared its annual Discover List this week, which highlights top creators in various fields, each of whom is helping to advance topical discussion and education in the app.

Contextual differences matter for brands. Evidence from Context Effects shows that the right in-home viewing environment can lift ad recall by up to 6.3 times. The study identified key contextual factors, mood is one of them. When we are happy in the living room, ad recall increases by 41%, 14% when relaxed and 49% when connected.

Streaming platforms and public service broadcaster (PBS) video-on-demand (VOD) services like ITVX and Channel 4 are to come under “enhanced regulation” by the UK media regulator, Ofcom, making them subject to the same scrutiny as traditional broadcasters such as the BBC and ITV.

Although the fundamental principles of building brands endure, the ways of pursuing them are in flux. Solving real consumer problems is still key, as is fostering emotional resonance and encouraging purchase with advertising.

The CPG giant teamed with Madison Beer, iShowSpeed and Dude Perfect on products meant to shrink the distance between creator content, culture and checkout.

A review of the riskier apps to use when it comes to protecting personal data finds Instagram and Facebook ranking first, collecting the most sensitive information like physical address, device, and user identity.

The time for ‘lazy marketing’ – where a couple of ads a year would suffice – is over, to be replaced by an “army” of influencers, says CEO Fernando Fernandez.