News
Discover the latest IMA news and stories, industry news & views from our expert team
01/09/2026
3 min
Winning the Moments That Matter: Bridging Brand and Performance Media Through Category Entry Points
For years, we’ve talked about bringing brand and performance closer together. We’ve built full-funnel strategies, shared measurement frameworks and debates about where brand ends and performance begins. Yet, in practice, the two often still operate as separate worlds: different teams, budgets, KPIs and definitions of success. Ultimately our job is to help our clients to be more buyable, which we do by removing silos and thinking holistically in order to improve both mental and physical availability.
21/07/2026
3 min
M&S: Why brand health is the ultimate insurance policy
M&S (Marks & Spencer) has launched its new brand platform, Love That, this week, with the legendary Gillian Anderson. This comes hot on the heels of the retailer retaining its crown as the UK’s strongest brand in the YouGov Best Brand Rankings 2026. This is more than a win for the store; it is a masterclass in brand resilience. M&S has now maintained an uninterrupted reign as the UK’s healthiest brand since 2022, and they are comfortably ahead of the second place brand on the list, IKEA.
21/07/2026
3 min
Understand how buyable your brand is today. And what to do to sell more tomorrow.
The IMA Buyability Index ranks brands on how easy they are to buy and how ready people are to buy them. The Buyability Index is determined using IMA’s M.O.R.E. buyable framework to determine how effective brands are across four pillars; Meaningful, Outstanding, Reachable, Easy. Using consistent, repeatable data points to provide clear direction on how to get customers to buy into the brand as well as physically buying the brand to drive business growth. Be More Buyable.
20/07/2026
5 min
SEO Vs GEO. How the search landscape has shifted.
This blog acts as IMA’s first SEO thought leadership piece, setting the foundation for how we talk about organic visibility in a rapidly changing search landscape. As search evolves beyond traditional rankings, with AI Overviews, LLMs, core updates and GEO reshaping how audiences discover brands, this piece creates a strategic entry point for IMA’s wider SEO perspective.