rob-beevers's thoughts
The MG OMD blog covering all thoughts, news and views.
After the Slides: Reflections on the 2025 IPA Effectiveness Conference
“Effectiveness has entered a new phase: less about proving it, and more about improving it.” – Rob Beevers After his breakout session at the IPA Effectiveness Conference, our Chief Effectiveness and Analytics Officer Rob Beevers reflects on how the conversation has evolved...
More Doorways, Fewer Tunnels: Rob Beevers on why context matters more than precision
Advertising has spent years perfecting the pixel. We can measure a skip after 2.3 seconds, predict breakfast spreads, even guess the star sign of your neighbour’s dog. But while the dashboards light up, the pavements are cracking. Rob Beevers, our Chief Effectiveness and Analytics Officer, argues that true growth doesn’t come from chasing ever finer slices of targeting, but from designing environments where people want to act.
