More Opinion articles

MMM is too slow for today’s fast-paced digital media cycles. Brands need to know in real time when a channel’s effectiveness is fading and when to stop spending.

This industry already thrives on speed, flexibility and constant communication. A shorter working week is not only possible but potentially game-changing.

In the second part of a mini series, Caroline Manning shares four steps to bring coherence to chaos in a fragmented media world. 

Following the Love Island 2025 finale, now is the perfect moment to reflect on what the show represents in today’s cultural and media landscape.

The decision to hand sole control to Lachlan has ended a family drama and there could be some positive outcomes with News Corp’s media properties. 

If thought leadership continues to be dominated by the same male faces, it’s not leadership at all.

In a world of AI-powered campaigns, here are three ways the role of marketers will change as they guide and place limits around the technology.

Advertisers should be dismayed. Instead, Google’s victory in court proves how deeply our industry has normalised monopoly.

The way people shop has stretched and shifted. H2 is a series of distinct retail rhythms, each with its own audiences, behaviours and opportunities that brands must understand.  

In part one of a three-part series, Initiative’s Caroline Manning explores how the role of media planners has grown to encompass more consultative work.