More Opinion articles

The latest buoyant UK adspend figures show some strange trends that could have a profound influence on the future of advertising.

Brands have a responsibility to create a sense of belonging for consumers during a cost-of-living crisis that is impacting people’s mental health. 

SOV no longer represents the majority of a brand’s communication focus. Drawing conclusions from it can be highly misleading.

Redundancy, global conflicts and hybrid working are just some of the challenges that require refreshed training solutions — and it starts with better mental wellness.

Collaboration leads to great ideas, but ultimately a ‘pain in the ass’ still has to make the final call.

The video platform is targeting the big screen — and watch time has become the number one predictor of channel revenue.

Havas Media Group’s chief data and product officer, Laura Kell, explains that first-party data, while useful, can limit new customer acquisition if overly relied on.

The new EU directive forces marketers to stop misleading buyers and do the hard work in becoming more sustainable.

Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.

Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.