Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns.

AI is expensive to build and run, the theory goes, and requires specific chips from specific companies – all of these ideas appear to have been disproved with the rise of DeepSeek, an AI start up ...

The Super Bowl has always attracted big ad money and this year is no different, with reports that some 30-second spots have sold for a record $8m, an indication of just how much live sport and event ...

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

The number of people working in UK agencies increased marginally in 2024 while staff turnover dropped more significantly, according to the IPA’s 2024 Agency Census.

The Multiplier Effect makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns. Current distinctions between “brand” and ...