Blog
The MG OMD blog covering all thoughts, news and views.
From Good to Gold: What it takes to win an IPA Effectiveness Award
With Q4 in full swing and 2026 being an IPA year, effectiveness has never been more front of mind. But what truly makes an IPA Effectiveness Award-winning case? We sat down with the experts to find out...
Designing for Reality, Not the Average
Advertising has long designed for “the average consumer” — but what if that average doesn’t exist? In his latest piece, Chief Effectiveness & Analytics Officer Rob Beevers argues that the next leap in effectiveness will come from designing for reality, not reassurance — and recognising that difference can be where true growth lives.
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.
The Rhythm of the Golden Half: Mapping Retail’s Season of Opportunity
The Golden Half isn’t one sprint to 25 December. It’s a sequence of retail rhythms, each with its own audience and opportunity. Brands that only plan for Christmas risk missing out.
