More Opinion articles

Today’s CTV market demands accountability and outcomes from investment. With Europe still lagging behind the US, transparency is key here.

Women’s sport should be seen as firmly part of the mainstream now, and brands should be aware of the opportunity to connect with fans around player stories, writes Sky Media’s Karin Seymour.

The marketing sector has no reason to be built on school results. We have a duty to represent the richly diverse population in both our internal teams and the work we produce.

A direct-to-consumer model can help news organisations win in a fragmented environment by incentivising them to foster deeper connections with an audience that is opting in to their product.

If Reform is claiming, as it is, to be a party capable of governing this country, then the media must subject it to the same kind of scrutiny applied to Labour or the Conservatives.

When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.

The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.

I have made big mistakes during my career and they have all cost myself or the organisation. But there is no doubt that learning from our mistakes make us better at our jobs.

This is why human-led content needs a compass more than ever: values can’t be faked. You can’t prompt your way to perspective.

Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time.