Advertising was Britain’s least-trusted profession last year, according to IPSOS Mori.

Furthermore, as outlined by the Advertising Association, Credos and Craft at this year’s LEAD, consumers feel increasingly bombarded by advertising. For its Rebranding Advertising report, Impero surveyed 1,500 consumers, 100 marketers and 100 advertising practitioners to identify the things adland needs to change – from business models, to culture, to the work it makes – to stay future-fit.