From McDonald’s rebuilding trust through people, to Diet Coke and Topshop tapping into culture, brands are moving beyond product-led messaging. O2’s push into utility-led storytelling reinforces the shift. Overall, it’s about trust, relevance and real-world value driving visibility.

New research from Ipsos across 1,226 marketers reveals a significant marketing knowledge gap, and formal training is 3x more important than any other factor in closing it. Here's what the data shows, and what it means for brands and agencies building stronger teams.

From Sainsbury’s linking audio to in-store sales, to Ritter Sport taking sampling back on the road, brands are finding smarter ways to connect media with measurable outcomes. Plus, LinkedIn calls out “bullspend,” and new data points to how AI discovery and midweek behaviours are reshaping where and how brands show up.