IAN MC GRATH
LATEST ARTICLES
26 Sep 2024
They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here's why we still need proper 'ad campaigns'.
18 Apr 2024
In an update on a 2020 piece, Ian Mc Grath looks at ways to improve integrated campaigns as we shift from an "either/or" approach to "and" thinking.
12 Mar 2024
The market is looking brighter, so it's the wrong time for agencies to be too cautious. But, as always, the ingredients for success are fast-moving.
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