Politicians of every persuasion have been popping up all over UK screens for weeks. These appearances have highlighted one reason why they are universally unpopular: They never seem to answer the question they’ve been asked, preferring to answer the question they want to answer. This rather glum thought comes to mind reading some of the press coverage around the ANA report. Last week’s Cog Blog post pointed to comments by GroupM’s Rob Norman on the ANA. Rob pointed out that the report had failed to comment on the positive investments made by his company into technical innovation. This is a perfectly fair point to make, but it’s a bit like saying the ANA report also failed to include a recipe for sponge cake. It was not what it was purporting to do.