Blog
The MG OMD blog covering all thoughts, news and views.
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
How Knowing Your Community Unlocks Growth
Growth comes from knowing your community better than anyone else. That was the thinking behind our conversation. The discussion was a real insight into what it takes to build a community as a brand and business, and the importance of taking the time to do things properly and with depth. In this piece, our Media Creativity and Innovation Director Will Selwyn discusses his view on the power and importance of communities, and what this means for brands.
Real Talk with Anna Braithwaite
A live episode of The Places We'll Go with Anna Braithwaite, Chief Customer Officer at John Lewis & Partners Live from MG UNLOCKS: The Era of Intelligent Growth What does it really take to build an extraordinary career in today’s fast-changing world? In this episode, recorded live from MG UNLOCKS: THE ERA OF INTELLIGENT GROWTH, Mark Evans, the MD of Marketing at Direct Line Group and Chairman of the School of Marketing and Ritchie Mehta, the CEO of the School of Marketing sit down with a senior leader from John Lewis to unpack real, unfiltered insights on career growth, leadership, AI, failure, and what actually drives long-term success.
