More Opinion articles

‘Brand experience’ currently sits in a silo and is often articulated through tactical means – when it should drive all aspects of consumer influence.

sponsor content: Ahead of the Future of Audio conference this week, Bauer Media’s Simon Kilby places his bets on what will define the future of the medium.

Having a simple way to think about the function of content will make a big difference to the up-and-coming generation of marketers.

Coming under government fire exposes Facebook’s true agenda, writes David Balko.

With DMGT the current frontrunner to buy the i, Raymond Snoddy wonders what impact adding a non-partisan newsbrand could have on its existing titles.

The recent collapse of the world’s oldest travel company Thomas Cook resurfaces some old media issues, writes Bob Wootton. Plus: can you build a career by working flexibly?

Tracey Follows argues the $4bn merger is not just a move towards further reach – but deeper engagement with an entire generation who want to use media to change the world.

It’s complex, but adding ‘attention strategies’ to campaigns will be worth it. Plus: Clear Channel greening its estate and Ogilvy’s wedding chicken bucket.

Common definitions of contact and the willingness of advertisers to directly fund measurement systems will determine the success of the WFA’s newly-announced Cross-Media initiative, argues Richard Marks.

As the Duchess of Sussex sues the Mail on Sunday and Prince Harry launches an ‘extraordinary’ attack on the tabloid press, Raymond Snoddy asks if any of it is really justified.