Why “1950s thinking” trumps AI trends and “junk” metrics

According to Paul Sinkinson, managing director of Analytic Partners, the brands that won in 2025 weren’t the ones looking for shiny new toys. They were the ones who stuck to the “boring” principles of the 1950s.

Media Week I caught up with Paul to discuss why there isn’t “one ring to rule them all” in data analysis.

Media Week: So as we look back to 2025… What do you think worked?

Paul Sinkinson: It’s boring, but it’s the basics. Honestly, it’s calming. Every now and then I worry that I’ll be criticized for pushing 1950s thinking, but it still seems right. What worked was people who let their creativity run wild, maintained media consistency and relied on a broad spectrum instead of constantly changing. That’s where the base comes from.

Creating demand vs. harvesting

MW: I remember back to my days……