Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.
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| Maria Iu
A roundtable of Future 100 participants also discussed the urgent need to not just attract but retain talent in an era when DEI progress feels like it’s going backwards.
A panel at last month’s Future of Brands advised that getting more out of your data starts with a change in philosophy in caring about not audience demographics but the behaviours that drive consumers to purchase.
Five months after ITV and YouTube inked a new partnership deal to bring full episodes of ITV programmes to the platform, the broadcaster is seeing incremental audience reach without cannabalisation, and appealing to more FELT brands.
TV Insight CEO Sebastian Hinterstoisser and Virtual Minds board member Tom Peruzzi discuss how they successfully developed a new linear TV currency in Austria that allows for real-time audience measurement.
Over 400 artists and media industry leaders have penned an open letter to the UK PM ahead of a crunch vote in the House of Lords on plans to carve out copyright exemptions for AI companies.
The ASA assessed over 50,000 pieces of influencer context on social media platforms, finding that only 57% stuck to its rules on ad disclosure.
Leaders from the public-service broadcaster explored takeaways from its January research on Gen Z, including implications for brands and the importance of providing positive role models for young men.
The All In Census identified a narrowed C-suite gender gap, continued underrepresentation of the working class, optimism about AI, and an appreciation for hybrid working, among other takeaways.
GroupM agencies will no longer operate as distinct business units with separate P&L statements.