More Opinion articles

Advertising can work better if it is tailored to the personality of consumers, writes Total Media’s William Hanmer-Lloyd.

Lord Hall’s leaked speech is a long overdue fight-back, but will there really be such a resurgence for the BBC given the intensifying international competition it is about to face? By Ray Snoddy

Trust in podcast content also has a halo effect on the adverts themselves – and therefore on a brand’s bottom lines writes Sophie Harding

Bob Hoffman is right to call out agencies for their role in allowing a host of online advertising scandals to flourish – but it’s not entirely their fault, writes Bob Wootton.

Why do the fake ads that con platform users out of serious money seem not to concern our industry, asks Nick Manning.

The more data marketers have the less confident they are, learns Dominic Mills. Plus: a controversial ad from Hong Kong, and the actors who bite the hand that feeds.

Inspired by their German counterparts, the UK’s media and advertising trade bodies have embraced a new spirit of collaboration. On behalf of the whole group, Denise Turner and Tim Elkington explain why.

TouchPoints exclusive: The How, Why and When of media consumption is reaching a new tipping point, writes the IPA’s research director Belinda Beeftink.

Pop culture plays an important part in triggering nostalgia and a connection in your memory so deep and special that you are moved to a previous version of yourself. So how should brands exploit it?

The UK publishing industry operates a dual system that measures both audience reach and sales – is it time for a change? By Raymond Snoddy.