More Opinion articles

In the first of a Media Essentials series aimed at marketers early in their careers, the head of planning at WPP Media’s Wavemaker introduces core principles of media and marketing science as a manual for growth.

By combining responsible use of AI with a focus on protecting brand reputation, The Trade Desk can help advertisers unlock more meaningful, sustainable growth on the open internet.

With word of mouth remaining an integral part of marketing, should adland be worried about the demise of small talk? The co-founder of AgencyUK thinks so.

Exposing the inappropriate behaviour of a sleazy former pornographer in the 90s is one thing. Imagine what could be unearthed by joint journalistic investigations today, writes Ray Snoddy. 

There is a significant difference between ‘outcomes’ as an industry standard and ‘outcomes’ as a positioning strategy. The industry is confusing the two at scale.

An e-bike is still a bike. But as it evolved, the market around it was rebuilt due to its impact on couriers and rentals. LLMs are doing exactly that to agencies. The restructure is the strategy, not a consequence to manage afterwards.

Helping advertisers navigate addressable TV is made more difficult by the prevailing language, which hasn’t evolved since the mid-1980s, writes the senior director of strategy and partnerships at Sabio. 

The media industry must stop looking the other way as social media sucks the life out of women and girls; the time for action is long overdue.

The launch of Barb Ads Hub is just the start of a journey to evolve TV campaign planning and optimisation in line with industry practices. Barb’s head of campaign audiences explains.  

From hackers to human error, the possibility that something goes wrong with your client’s media spend is the stuff of nightmares. The CEO of adnomaly recounts what happened to him.