The cumulative effect of thousands of briefs making marginally better choices could ultimately prove more powerful than a handful of purpose campaigns

Winning attention isn’t just about making noise; it’s about giving people something they can sing, writes Chris Herbert-Lo.

Funnelling investment into digital content, viewed by a perpetually distracted and unhappy population, will only exacerbate society’s problems. It’s time for a rethink, writes Chris Herbert-Lo. 

Much like McCarthy, brands are becoming more accountable because everything they say is now instantly verifiable by a machine that doesn’t care about your media spend or creative treatment, writes Chris Herbert-Lo.

The tools to advertise on social media have never been more powerful. And yet, they risk adding to the ever-growing volume of work that looks exactly like everything else around it.  What can advertisers do, asks Chris Herbert-Lo?

Super Bowl ad spots are one of vanishingly few moments when an advertiser can still reach everyone, everywhere, all at once. The messaging was from a different era too, writes Chris Herbert-Lo.

Brands that go more ‘Brat’ by overservicing a core audience may just find the affinity that cuts through a fragmented media world.

Principal media benefits media agencies’ bottom lines at the cost of operating impartially.

It’s a media planner’s job to understand a client’s business, diagnose problems and find answers to them. Imagine doing all that work, only to find the solution had been picked before they started.