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Throughout the year our editorial Focus Weeks dive deep into the consistently compelling client categories, such as Travel & Tourism, Health & Pharma and Retail. Think of them as field guides, with each month bringing a new dedicated collection of inspiring interviews, case studies, features and hands-on explainers.
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News analysis & industry commentators
Our team of experienced journalists, along with carefully chosen industry commentators help you understand what’s happening in our industry and what you should be doing about it.

Columnists

Laughter is the perfect Trojan horse to deliver serious messages. In these trying, terrible, traumatic times, people know the power of laughing at those in power.
Dulcie Cowling
Freelance creative
Co-branding is one of the most reliably effective growth levers available to marketers and it is chronically, almost willfully, underused.
Mark Ritson
Founder
MiniMBA
So many tech brands have become so obsessed with being recognizable that they forgot to be memorable.
Andrew Tindall
Chief Growth Officer
System1 Group
News Analysis
Digital Marketing
GEO, GSO, AI SEO: Whatever you call it, search marketing has big ambitions
Fresh from Semrush's Spotlight conference and a rash of agency 'GEO' announcements, we dig into the future of a bullish medium.
Sam Anderson
Intelligence editor, The Drum
Mergers and Acquisitions
Private equity now makes up 30% of M&A market as holding companies struggle
Advisory firm SI Global has released its yearly M&A insights report, painting a complex picture of dealmaking in 2025 and predicting a sea change in how investors will approach the market in 2026.
Sam Anderson
Intelligence editor, The Drum
Agencies
Can WPP’s self-serve AI offer Open Pro win without cannibalizing the agency market?
It’s a major waypoint in the AI-hastened shift away from the ‘managed services’ model that has long been advertising’s staple. How will the market respond?
Sam Anderson
Intelligence editor, The Drum
Agencies
Forrester predicts 15% agency job losses in 2026. Is the ‘agencies as agents’ era over?
2026 will be a year of ‘seismic shifts’ that will see agencies lose headcount and autonomy, Forrester analysts warn. So, what will they become instead?
Sam Anderson
Intelligence editor, The Drum
Marketing
Rise of a lifestyle drug: weight loss jabs will force more than just food brands to pivot
GLP-1 drugs have shifted from medical to mainstream, and the impact is rippling far beyond health. From luxury to lifestyle, brands must now rewrite advertising and marketing playbooks for consumers who crave control over indulgence. Industry leaders at Havas and Publicis Luxe weigh in on what’s at stake, and what’s next.
Amy Houston
Senior Reporter, The Drum
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Looking to source the latest need-to-read industry reports in marketing and advertising? Then The Drum’s new Business Intelligence Center has you covered. Alongside our own exclusive research, we’ve sourced and compiled the essential reports into one easy to navigate portal. But that’s not all. Our new AI tool, Ask The Drum, will query all reports to quickly pull out the data you need in an instant.
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Premium Articles
Sports Marketing
From nightclubs to locker rooms: Sephora’s Celessa Baker on its push into women’s basketball
Agency Models
Outcome-pricing & global client leaders: The footnotes you missed in WPP’s strategy update
Mergers and Acquisitions
Dentsu’s stalled exit leaves it with two options: Refocus or reinvent
Agency Models
Agency life after holdcos: Ajaz Ahmed and Tiffany Rolfe in conversation
My Creative Career
Gabriel Schmitt on agency heritage, reinvention and leading Grey into its next chapter
Media Planning and Buying
Ad revenues grew 8.8% in 2025 as analysts grapple with ‘the era of AI advertising’
Agency Models
Arthur Sadoun: ‘Investors have ended the legacy holding company landscape as we knew it’
The Big Interview
‘Holding companies, stop calling us’: Rethink’s Aaron Starkman on why indies matter more than ever
Agency Models
Analysts: Omnicom’s IPG takeover caps off ‘year of reckoning for holding companies’
The Big Interview
Sadira E Furlow: the Tony’s Chocolonely CMO who’ll make you want to quit your job
My Creative Career
‘I want BBH to be the best OOH agency’: Felipe Serradourada Guimaraes on his confident vision
My Creative Career
‘Push limits, but don’t be an asshole’: Uncommon’s Lisa Smith on tenacious design
Agency Models
Forrester predicts 15% agency job losses in 2026. Is the ‘agencies as agents’ era over?
My Creative Career
In an ‘age of average,’ Helen Rhodes is determined Grey will ‘embrace the difference’
Marketing
‘A rising tide lifts all boats’: Inside the ECB’s push to elevate women’s cricket
My Creative Career
Meet the ‘Banksy of fast food ads’ subverting McDonald’s posters in broad daylight
Latest Reports & Whitepapers
Marketing 2030 - The roadmap for marketing and CMO capability
From The Institute for Real Growth
IRG
Marketing 2030 - The roadmap for marketing and CMO capability
2026 Edelman Trust Barometer
A regular health check tracking AI maturity in marketing
Edelman Trust Institute
2026 Edelman Trust Barometer
The AI Marketing Pulse
A regular health check tracking AI maturity in marketing
From The Drum, gut
The AI Marketing Pulse
Burning Platforms
How CMOS are navigating a changing marketing ecosystem
From The Drum, AAR
Burning Platforms
The Marketing Ecosystem Blueprint
Unlocking innovation and driving growth
From The Drum, AAR
The Marketing Ecosystem Blueprint
3D In Motion: The Industry View
Meet the brands at the forefront of 3D innovation
The Drum, Adobe
3D In Motion: The Industry View
The New Era of Creative Content Collaboration
Production in The Cloud – the views of creatives and business decision makers
From The Drum, Adobe
The New Era of Creative Content Collaboration
Leading APAC marketers on the future of multichannel marketing
Exploring the opportunities and challenges for multi-channel marketing in APAC and beyond.
From The Drum, Stack Adapt
Leading APAC marketers on the future of multichannel marketing
Understanding the critical factors enabling agency profitability and sustainability
Exploring the opportunities for growth with agency leaders to drive efficient growth and industry relationships
From The Drum, Scoro
Understanding the critical factors enabling agency profitability and sustainability
The Advertiser’s Playbook for 2023
The inside track on all things out-of-home advertising.
The Drum, Vistar Media, Sage & Archer
The Advertiser’s Playbook for 2023
Programmatic Out-of-Home: what APAC Marketers need to know
A market snapshot and trend analysis on the OOH market
From The Drum, Vistar Media
Programmatic Out-of-Home: what APAC Marketers need to know
The Advertiser’s Playbook for DOOH in 2024
Your annual guide to what is happening in the world of digital out-of-home
The Drum, Vistar Media
The Advertiser’s Playbook for DOOH in 2024
Future of AI
How AI is being used to create new jobs and impact lives.
FT Professional
Future of AI
2024 Edelman Trust Barometer
Annual global survey that measures trust in institutions, including government, business, media, and NGOs.
Edelman Trust Institute
2024 Edelman Trust Barometer
2024 Annual Marketing Report
Exploring the key trends and challenges that global marketers face, especially in a rapidly evolving digital landscape.
Nielsen
2024 Annual Marketing Report
The State of Marketing 2024
A comprehensive overview of the latest trends, challenges, and opportunities in the marketing industry
Hubspot
The State of Marketing 2024
Reinvent for growth in the Media Industry
Exploring the critical need for media and entertainment companies to undergo radical transformation in order to thrive in an increasingly challenging landscape.
Accenture
Reinvent for growth in the Media Industry
Technology Vision 2024: Human by design
How AI unleashes the next level of human potential
Accenture
Technology Vision 2024: Human by design
Adults’ Media Use and Attitudes Report
Examing how adults in the UK use and understand media, including television, radio, online content, and social media.
Ofcom
Adults’ Media Use and Attitudes Report
2023 Global Marketing Trends
Exploring the critical trends that are reshaping the marketing landscape, emphasizing the need for brands to focus on human-centric approaches.
Deloitte
2023 Global Marketing Trends
2024 Social Media Marketing Industry Report
Providing an in-depth analysis of the current trends, challenges, and opportunities within the social media marketing landscape
Social Media Examiner
2024 Social Media Marketing Industry Report
CMO Outlook Report
A comprehensive study that provides insights into the challenges, priorities, and trends shaping the strategies of Chief Marketing Officers
GFK
CMO Outlook Report
Social Trends 2024
A comprehensive analysis of emerging social media trends based on insights gathered from over 4,200 marketers and 4,500 consumers.
Hootsuite
Social Trends 2024
2023 Media Trends & Predictions
An in-depth analysis of the evolving media landscape amidst the backdrop of global economic pressures, technological advancements, and changing consumer behaviors
Kantar
2023 Media Trends & Predictions
The B2B Marketing Benchmark 2023
Providing insights into key trends, challenges, and opportunities in the B2B marketing landscape
Linkedin
The B2B Marketing Benchmark 2023
Technology Trends Outlook 2023
An annual publication that identifies and analyzes the most significant technology trends shaping industries, economies, and society.
McKinsey Digital
Technology Trends Outlook 2023
Mobile app trends: 2024 edition
This report provides insights into the latest trends in the mobile app industry, focusing on user behavior, app performance, marketing strategies, and industry benchmarks.
Adjust, App Lovin
Mobile app trends: 2024 edition
Resetting expectations, refocusing inward and recharging growth
A vital resource for industry professionals, executives, investors, and policymakers who need to understand the current state and future trajectory of the entertainment and media industry
PWC
Resetting expectations, refocusing inward and recharging growth
State of Marketing
A comprehensive overview of the current trends, challenges, and innovations in the marketing industry based on extensive research.
Salesforce
State of Marketing
2024 Marketing Benchmark Report
This report provides businesses with detailed insights into how their website or app performance compares to industry peers.
Similarweb, HypeAuditor
2024 Marketing Benchmark Report
State of Creativity. Communication Breakdown on the Road to Recovery
This report typically analyzes the trends, strategies, and key insights from the award-winning campaigns showcased at the Cannes Lions International Festival of Creativity.
Lions Advisory
State of Creativity. Communication Breakdown on the Road to Recovery
State of Readiness - Sustainability in Digital Advertising 2024
This report focuses on the environmental impact of the digital advertising industry and explores strategies for making advertising more sustainable.
IAB Europe
State of Readiness - Sustainability in Digital Advertising 2024
Technology Content Marketing Benchmarks, Budgets, and Trends 2024
This report is designed to help content marketers in the technology sector stay informed about the latest trends and best practices.
Content Marketing Institute, Marketing Profs
Technology Content Marketing Benchmarks, Budgets, and Trends 2024
The State Of Generative AI Inside US Agencies 2024
This report is designed to help executives, technology leaders, and business strategists understand the transformative potential of generative AI.
Forrester
The State Of Generative AI Inside US Agencies 2024
Decoding B2B’s Brand Boom
Embracing brand, community and storytelling to unlock growth
Havas
Decoding B2B’s Brand Boom
Mental health in freelancing during 2024
Understanding freelancing and mental health during 2024
Freelancing Support / Leapers
Mental health in freelancing during 2024
UK Agency Tenure Report 2025
Understanding the agency tenure landscape in the UK
WINMO
UK Agency Tenure Report 2025
How will AI Overviews impact your marketing strategy?
Content optimisation to ensure growth in an AI world
Kaizen
How will AI Overviews impact your marketing strategy?
The CMO, AI and the Marketing Function in 2025
Fight-the-future head-on by understanding how marketing departments are using AI to change by the day
Embryo
The CMO, AI and the Marketing Function in 2025
Brand Finance
Brand Finance’s 2025 B2B ranking expands to 250 top global brands in its third year.
Brand Finance
Brand Finance
Unified CTV Part 1: All the Power of TV, but Better than Ever
The TV landscape is shifting fast, with CTV opening up powerful new opportunities, and new challenges for advertisers. This paper explores how unifying fragmented CTV buys through cross-publisher frequency capping can unlock greater reach, efficiency, and agility in a rapidly evolving landscape.
brainlabs
Unified CTV Part 1: All the Power of TV, but Better than Ever
Unified CTV Part 2: The Big Broadcast Moments
Following on from our success in Unified CTV, this paper explores publisher expansion into broadcast content, and how Broadcaster YouTube and Unified CTV work together to maximise reach and engagement in the big, broadcast moments.
brainlabs
Unified CTV Part 2: The Big Broadcast Moments
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