More Opinion articles

Put away the pink cupcakes, and instead use IWD 2026 as a chance to ask: how can we give others space to build a stronger, fairer industry?

How do marketers safely integrate AI into their processes? The CEO of Responsible Marketing Advisory highlights the need for flexibility.

The factors that prevent employee dissatisfaction differ from those that create genuine motivation. This distinction matters because it shifts the focus from transactions to transformational experiences.

On World Book Day, the marketing director at Magnetic assesses the importance of storytelling in a world saturated by content. 

With second-screen viewing and spectators gathering in pubs, bars and fan zones, only the brands that can control duplication and connect exposures across environments will win the FIFA World Cup.

From Littlejohn and Quentin Letts to Andrew Neil and Leo McKinstry, leader writers have had their say on the Iran war. 

Super Bowl ad spots are one of vanishingly few moments when an advertiser can still reach everyone, everywhere, all at once. The messaging was from a different era too, writes Chris Herbert-Lo.

Audience measurement surveys have endured even as data volumes have exploded, writes Ipsos.

Just as a leader’s personal wealth trajectory offers a poor lens through which to judge national economic well-being, a marketer’s personal response offers a poor proxy for market response at scale, writes the MD of Media Futures Market.  

There are two types of TV advertising: mass and addressable. That’s it. Let’s ditch the unhelpful acronyms and adopt this straightforward framework, argues Thinkbox CSO Elliott Millard.