Blog
The MG OMD blog covering all thoughts, news and views.
Planning’s Missing Ps: People, personality, passions and place
Ask someone who they are and you will rarely get a demographic profile. Sophia Durrani explores planning’s missing Ps, and why understanding people, personality, passions and place can help marketers move beyond targeting to create work that genuinely connects.
The Commercial Case for Communities
Marketers have never been better at finding people, but finding them is not the same as understanding them. In this piece, our Head of Strategic Planning Sophia Durrani explores the commercial case for putting communities at the heart of strategy.
Brand Me: The Changing Role of Brands in Consumers' Identities
Sophia Durrani explores how brands, media and events are becoming part of how people express who they are. Drawing on MG OMD and Global’s latest Belonging in Britain research, the piece looks at why marketers need to think beyond attention and purchase, and consider the role their brand plays in people’s identities.
Belonging in Britain 2026: The Advantage of Communities in the Age of Precision
New research from MG OMD and Global reveals that, in some spaces, belonging in Britain is growing. One year on from the original study, the updated Belonging in Britain research confirms that communities reflect our identities, and identity in modern Britain is anchored in people, personality, passions and place - far more than demographic labels.
Sports, Belonging and What it Means for Brands
Sport creates communities, not just audiences. In this piece, our Head of Strategic Planning Sophia Durrani explores what Britain's no.1 community type can teach brands about genuine connection. Drawing on our Belonging in Britain research, she reveals what communities show us about how people actually connect, and what these insights mean for how you plan...
THE PLANNING ADVANTAGE HIDING IN BRITAIN’S COMMUNITIES
What Britain's summer of belonging means for H2 planning
