A report by Kantar Media has found that more than half of people are ambivalent about advertising. Brands seeking to distance themselves from one-dimensional digital adverts can use experiential advertising to engage with those Britons looking for bespoke, tailored content.

With obesity at the forefront of many consumers’ minds, they are looking for healthier snacking options. In response, snack and beverage brands are implementing new strategies, including reducing portion sizes, ‘premiumising’ their products and using clearer labelling.

Many brands have been slow to reflect changing family dynamics, but IKEA has chosen a different path. Its ‘Where Life Happens’ campaign depicts single parenthood, adoption and divorced parents with children. While the ads might not be aspirational, they're depicting the real modern family.

Having a baby can bring all sorts of pressures other than losing sleep for expectant parents, such as the cost of furnishing a nursery. IKEA has created a novel way to help, by taking out a print advert that incorporates a pregnancy test – wee on it, and get a 50% discount on a range of cribs.