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Author
Charlie Makin
Charlie Makin
Charlie Makin is founder and strategy director of Be Addressable
Latest articles
Like and subscribe: YouTube’s reach can no longer be ignored
Charlie Makin
•
January 29, 2026
•
5 minutes
Addressable TV comes of age in the US: Optimism and collaboration define Go Addressable summit
Charlie Makin
•
November 12, 2025
•
4 minutes
Addressing the addressable challenge
Charlie Makin
•
July 8, 2025
•
3 minutes
Why advertising isn’t working (and what might fix it)
Charlie Makin
•
October 21, 2024
•
8 minutes
A rise in populist media poses an existential crisis for advertisers
Charlie Makin
•
January 18, 2024
•
6 minutes
A new role for media generalists will emerge
Charlie Makin
•
June 15, 2023
•
6 minutes
Advertising should treat downturn as an opportunity
Charlie Makin
•
September 8, 2022
•
6 minutes
Brands seen to be helping consumers will be rewarded
Charlie Makin
•
August 4, 2022
•
4 minutes
Kate Bush is showing the way ahead for addressable media
Charlie Makin
•
June 23, 2022
•
7 minutes
In search of unicorns: consumer insight could be the secret to success
Charlie Makin
•
November 8, 2021
•
4 minutes
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