More Opinion articles

Authentic storytelling and cultural relevance on platforms that are increasingly resistant to traditional advertising is a strategic way to build visibility, writes Hypetap’s MD.

Clients need a partner that acts with agency on their behalf. So why are the Holdcos abandoning the word, leaving it to be redefined by AI in the most powerful way possible?

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?

The way a brand is experienced no longer sits within a brand-owned environment, such as your website or app, where you have complete control. Instead, it unfolds across external environments, such as LLMs and social. Omnicom’s MD Performance explains.

Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP.

Momentum alone is not enough for challenger sports, and chasing one-dimensional models is risky. The future lies in layered strategies that balance authenticity with scale, writes Engage Digital Partners’ CEO.

In the AI era, brand equity will become a machine-readable signal, reshaping how brands think about marketing investments and their reliance on deterministic and personal data, writes Ogury’s CEO.

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.

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.