News analysis, opinion and insight for media and advertising professionals

Advertisement

The Media Leader

Sign up now

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

Opinion

With attention splintered, the TV ad is no longer the main course in a brand’s Christmas campaign. We need a more evolved approach that embraces today’s media consumption habits.

The Gregg Wallace drama once again highlights how staff and performers are treated in the making of programmes and, in particular, the imbalance of power between presenters and those they work with. 

Brands must reach consumers with their products and services at every possible stage of the buying process, driven by stronger collaboration, an increasing focus on first-party data and evolving regulations.