Year: 2025

Balance efficiency and effectiveness or risk a marketing ‘death spiral’

Stuart Mitchell

New joint industry research reveals a disconnect between the true factors driving marketing effectiveness compared with what CMOs believe. This is according to Les Binet and Will Davis, Chief Data Officer at Medialab Group, who presented their findings at the IPA Effectiveness Conference 2025. According to new analysis of the IPA Databank, budget is eight times more important than ROI when it comes to driving effectiveness. When looking at how variations in profit were generated in IPA Effectiveness Award-winning case studies, ROI only accounts for 11% of the variations in…

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National Trust launches ‘Wild Senses’ campaign to reignite nature connection this autumn

Stuart Mitchell

As the days grow shorter and colder, the National Trust is calling on the public to resist the seasonal retreat indoors and instead embrace the sensory richness of autumn through its new nationwide campaign, ‘Wild Senses’. Launching after last night’s first episode of Hamza’s Hidden Wild Isles – the BBC’s new nature series co-produced by the National Trust and The Open University – the campaign urges people to step outside and reconnect with the natural world on their doorstep. The series presented and narrated by wildlife expert and cameraman Hamza…

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The King’s Trust: Gen(eration) AI Report

Stuart Mitchell

The King’s Trust has launched the findings of new research commissioned with Public First on the impact of AI on young people’s employment. The new economic modelling and large-scale polling has produced a detailed analysis of how AI is likely to affect young people’s place in the labour market.    The report’s economic modelling finds the impact that AI could have in making the roles young people hold more productive would be worth up to £16 billion to the UK economy. However, the roles held by young people that are at…

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Tesco partners with Be My Eyes Partners to bring accessible support to customers across the UK for World Sight Day

Stuart Mitchell

In celebration of last months World Sight Day, Tesco and Be My Eyes, the world’s leading Customer Accessibility Management platform for people who are blind or partially sighted, today announced a six-month pilot partnership, to enhance in-store accessibility for customers with sight loss. Through the collaboration, Be My Eyes users will be able to connect directly with Tesco colleagues via the app to receive personalised visual assistance while shopping. With thousands of stores across the UK, Tesco is the first major supermarket in Europe to join Be My Eyes in…

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International fellowships to explore AI’s impact on science

Stuart Mitchell

New £4 million programme funds early career researchers in the UK, US and Canada to investigate how artificial intelligence (AI) is transforming science. The UK Metascience Unit is run jointly by the Department for Science, Innovation and Technology and UK Research and Innovation (UKRI). The unit has today announced details of a cohort of 29 early career researchers receiving funding through the AI Metascience Fellowship Programme. AI changing how we work and think One project at The University of Manchester will explore how AI is changing the way researchers work,…

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