Blog
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.
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.
Just Make it Go Viral: The craft behind cultural resonance
“Just make it go viral.” We’ve all heard the brief. But virality doesn’t always equal value. Ideas that work in culture aren’t conjured, they’re crafted - built on detail, human nuance and the moment they land in. That’s what turns a gag, a billboard or a debate into earned media with real impact.
Why the Golden Quarter Isn’t Enough
The retail landscape is moving fast. Shoppers are starting earlier, spreading their spend, and looking for more than just Christmas magic. Consumer attention is fragmented, confidence is mixed, and competitive noise is louder than ever. Brands that cling to the old playbook risk missing out on new audiences, new moments, and new growth.
The Results Are In: Why Audio is set for a 2026 Revival
Discover why audio is making more noise than ever moving into 2026. MG OMD's Flora Williams unpacks the latest RAJAR figures, revealing how commercial radio's record growth, evolving listening habits, and authentic connections offer a compelling new opportunities for brands.
