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Universal Commerce Protocol (UCP): Why your brand needs to speak “AI” fluently

We are moving past the era in which AI only recommends products. From this point on, we’re living in a world in which AI can actually buy products for you. Enter the Universal Commerce Protocol (UCP), a new open standard designed to solve the biggest headache in automated shopping: interoperability. Rather than building custom code for every single storefront, UCP creates a unified way for AI agents, payment services, and retailers to communicate.
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SEO success looks different now

Search is undergoing its most significant transformation in decades. Artificial intelligence, particularly large language models (LLMs) and AI-powered search experiences like Google’s AI Overviews, is changing how people discover information, evaluate options, and make decisions. Rather than focusing on theory, this guide provides a practical, step-by-step framework that brands can use to move forward with confidence.
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Generative Marketing Intelligence: A new way for innovative brands to drive efficiency and performance

In today’s complex marketing environment, brands are navigating an unprecedented level of change, driven by increasingly diverse audiences, fragmented media ecosystems, rising consumer expectations, and mounting efficiency pressures. At the same time, technology like artificial intelligence is evolving at warp speed. This whitepaper explores how Generative Marketing Intelligence (GMI) helps brands pool together their best data and apply AI to transform marketing strategy.
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The DAC Media Playbook: Where Media, AI, and Growth Converge

The Media Playbook distills the biggest shifts transforming modern marketing, from the rise of AI and zero-click discovery to the new role of video, agility, and analytics. Inside, you’ll find real data, case studies, and frameworks to help you evolve your strategy, build smarter media ecosystems, and measure what truly drives growth.
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How to use location-based planning to improve media precision and personalisation

Fragmented consumer behaviour, tighter budgets, and rising pressures on marketing to deliver greater revenue impact are creating an increasingly challenging media planning landscape. To understand what’s holding advertisers back and where the opportunity lies, DAC commissioned Forrester Consulting to conduct a 2026 study among B2C marketers to evaluate how zip-code-level consumer cohorts as an audience and media planning strategy can address these challenges.
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Fancom #3: The Women's Issue

The latest edition of M+C Saatchi Sport & Entertainment’s Fancom report explores how women are reshaping the culture of sport, entertainment and lifestyle, and what this means for the brands seeking to connect with them authentically.
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Creativity: The Ultimate Media Multiplier

A playbook for brands ready to break free from conventional media thinking and realise the true potential of their investment.
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Beyond Booze

Innovations, implications and provocations for the future of no and low alcohol.
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Please Drink Joyfully: Insights on Gen Z's relationship with Alcohol

Despite being dubbed ‘Generation Sober,’ our new insights report reveals a surprising twist: 78% of Gen Z view alcohol as being pivotal to their social lives. Our study, developed in partnership with Opinium, reveals a generation that actually value alcohol more than any other. we reveal the implications from the data and the opportunities it creates for drinks brand owners and any other brands seeking to meaningfully engage with Gen Z. Please get in touch for more information.
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Women's sport is in danger of becoming a seasonal sideshow

With the Women’s Euros putting sport back in the spotlight, our CCO Josh Green spoke to Campaign about why seasonal support isn’t enough. He argues real progress will only come when brands back the women’s game year-round, bringing the same creative ambition to domestic leagues as they do to global tournaments. Until then, we’re not building momentum, we’re borrowing it.

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Perfectly Imperfect Humans vs Imperfectly Perfect Robots

Are AI influencers threatening authenticity or redefining it? As digital avatars rise, brands are navigating a new era of influence - one where polish meets imperfection and fantasy lives alongside the flawed. Duncan McLauchlan explores why the future of influence isn’t about choosing between humans and AI, but understanding how both can co-exist to connect, compel and convert.
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Marketing’s Blind Spot: How Brands Are Failing to Engage the Smartest, Savviest and Most Underrated Demographic

Is marketing still stuck in a dated view of midlife women? While women over 45 are starting businesses, dating again and lifting weights heavier than their sons, the industry continues to flatten them into tired stereotypes. Georgina Murray-Burton, Head of Strategy, unpacks the emotional and commercial opportunity brands are missing and why it’s time we showed midlife women in full 3D.
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Josh Green's Top Sports Tips for Cannes

What can sport teach us about standout creative? From period stains in football kits to inner monologues on marathon routes, sport continues to be a rich, untapped seam of emotional storytelling. Josh Green, Chief Creative Officer, picks his top sports campaigns ahead of Cannes and explains why the best work in this space doesn’t just sell, it stirs something deeper.
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Why Violence Against Women Is A Public Emergency

Is society still treating violence against women as a private issue? While emergencies like fires and floods trigger urgent public response, domestic abuse continues to be sidelined. Louise Canham, Associate Creative Director, explores how our campaign for Women’s Aid reframes violence against women as a public emergency and why that shift in perception is long overdue.
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The Truth About Youth

Gen Z is reshaping culture, creativity, and connection - and redefining what they expect from brands. This report from McCANN and Snap explores how to truly resonate with this influential generation. Backed by over a decade of global youth research from McCann Truth Central and social-first insight from McCANN Content Studios (whilst also powered by Snap-powered proprietary data), we uncover the key truths, myths, and motivations driving Gen Z’s identity, loyalty, and brand advocacy today.
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A New Era for Sponsorship Effectiveness: 10 Ways to Maximise ROI

Sponsorship is evolving beyond brand awareness into a key driver of cultural relevance. As TV audiences decline, live sports remain a major draw, especially for younger fans. Athletes are now global influencers, and rightsholders act as entertainment platforms. But, brands face tighter budgets and higher ROI expectations, making media value alone outdated. Sid Lee London’s approach blends creativity, strategy, and execution to help brands maximise sponsorship impact in this changing landscape.