News
Discover the latest IMA news and stories, industry news & views from our expert team
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.
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.
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.
03/06/2026
4 min
Could ChatGPT be an advertising utopia?
Despite Sam Altman, CEO of OpenAI believing ads would be a last resort to his business model, ChatGPT ads were inevitable. Especially when the platform needs to fund infrastructure deals. I believe OpenAI currently needs a measly $1.4 trillion. How Altman was planning to cover these costs without ads is a mystery, I’d love to see his business plan without ads in the mix.