CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

28. 1. 2026 | 2 min read Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA.

TRUST MATTERS – AND TV EARNS IT

22. 11. 2025 | 4 min read In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action.

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

3. 11. 2025 | 8 min read The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.

MUSIC DRIVES ADVERTISING PROFITABILITY

20. 10. 2025 | 3 min read A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the paradox has been that, for all its power, the use of music has been a kind of alchemy rather than an evidence-based set of ideas that can help make advertising better.

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 | 4 min read Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That's according to new research from the IPA, led by Les Binet and Will Davis.

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

7. 10. 2025 | 3 min read Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab.

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

29. 9. 2025 | 8 min read The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not necessarily pose a threat to brands. Quite the opposite: fragmentation can become an opportunity and a route to growth. Her presentation, How Can You Build a Big Brand from Lots of Littles?, demonstrated that a brand can be built through brief, seemingly minor interactions—provided that they are considered in aggregate.

ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD

2. 9. 2025 | 4 min read A leading voice in advertising effectiveness, Orlando Wood has transformed the industry’s understanding of how creativity drives commercial success. As Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, he has studied more than 26,000 ads and authored the acclaimed books Lemon and Look Out. His award-winning research has shown why showmanship matters more than ever in an age of AI, streaming, and short-termism. We asked him to share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.

FIVE CHARTS TO END THE TV DEBATE

23. 3. 2025 | 10 min read To drive growth, we must strengthen the brand, says Peter Field.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 | 5 min read Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

13. 2. 2025 | 5 min read Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth.

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

3. 12. 2024 | 2 min read More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades.

STUDY UK: IPA RESEARCH REVEALS HOW MUCH AVERAGE BRIT INTENDS TO SPEND THIS CHRISTMAS

8. 10. 2024 | 3 min read The average British consumer expects to spend almost £600 (£593.90) on core Christmas-related products and activity - including food, gifts, decorations, socialising and travelling - during the 2024 festive period. This is according to the IPA’s annual Christmas-focussed survey of 2,000 UK adults, carried out by Opinium.

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 | 4 min read Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away from TV advertising would be crazy to do so,” writes Field.

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign.

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

16. 3. 2023 | 5 min read Trust shouldn’t be written off as some kind of ‘wokery.'” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 | 19 min read Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.