More Opinion articles

Heather Andrew explains the brain-tingling appeal of Oscar-nominated film trailers – and how other advertisers can learn from the tactics deployed.

The wrong-headed belief that it is the brand, not the company, that must be ‘purposeful’ is leading to some very odd advertising.

With Amazon’s ad services growing at pace, Facebook could be usurped within the next five years, writes Ruben Schreurs.

There is an unconscious bias in adland that assumes the goal of marketing is merely to ‘optimise’. It is high time we prick this idea once and for all, writes BBH’s Richard Madden

After the champagne corks have popped there is a far more important issue for the future of newspapers, writes Ray Snoddy.

There are metaphorical rooms where we store information about brands – and Dominic Mills is taking a bulldozer to one of his. Plus: if TV ad exposure amongst younger viewers is declining, where else could advertisers go?

The government-led review into the future of UK news has its heart in the right place, writes Raymond Snoddy – but there is much missing to really remedy publisher misfortunes.

By encouraging adtech partners to publicly self-declare details about their business models, we can inspire further disclosure and greater levels of transparency, writes the IAB’s Tim Elkington.

It’s a mistake to assume that data drawn from across all touchpoints accurately represents the majority of customer journeys, writes William Hanmer-Lloyd

Ahead of Future of Brands Sydney, Rob Atkinson looks at some of the biggest issues facing the Australian media and advertising market this year