Sports stars’ self-expression opens the door to partnerships that feel additive rather than interruptive. But only when it’s an extension of peak performance, not a replacement, writes Mongoose’s COO.
More Opinion articles
AI will make us faster, but insight will make us smarter. We need to stop seeing insight, strategy and marketing as costs and see them as investments in future growth, writes the IPA’s Simon Frazier.
The Festival of Media CEO makes the case for taking professionally run award programmes seriously.
Alan Rusbridger claims to have proof that GB News is in continuous breach of the Ofcom code on impartiality. So what will the Government or the regulator do about it?
The debut Marketing Procurement Awards (MPAs) highlight how the discipline has moved from a supporting function to a defining force in how marketing delivers value.
As ideals and identity become more important, brands must rediscover the meaning of commitment and dare to reclaim their values, writes mnstr’s senior creative strategist.
Media strategy is no longer about choosing between YouTube and broadcasters. It is about understanding the economic properties of each
Discovery is not a “nice-to-have” layer on top of TV content; it is increasingly the product, writes NAGRAVISION’s Tim Pearson.
Publicis and The Trade Desk seem to be arguing about hidden fees. It is actually a battle over who controls programmatic spend.
How can news media be both trusted and disposable? The answer is uncomfortable, says the chair of The News Alliance. Trust is being acknowledged rhetorically but ignored commercially.