More Opinion articles

If we are smarter in the planning stages, we can make our ads work harder, writes Inskin Media’s Dominic Tillson.

Thanks to a forensic examination by Les Binet and Peter Field, the ad industry now has a good hold on the ideal balance between short-term performance marketing and longer-term brand-building.

Channel 4’s The Circle highlights the value of social media peer approval for brands, writes Wavemaker’s Dom Whitehurst

The purchase of Scotsman Publications in 2005 was seen at the time as the pinnacle of Johnston Press’ achievement, writes Raymond Snoddy. Where did it all go wrong?

Kinetic UK’s John Davidson shares his views on what Global’s acquisition of Exterion means for the media industry.

As the online measurement body approaches its tenth birthday, Richard Marks explains how it fits into the currency JICsaw.

Attitude often doesn’t precede behaviour, people lie and they can’t tell the truth even when they want to. So why on earth do we let them inform our marketing strategies, asks Will Hanmer-Lloyd.

Karmarama says the ‘customer’ is dead – too bad its parent company thinks the opposite, writes Dominic Mills. Plus: a bonanza beckons for OOH’s long tail, while the IPA Effectiveness Awards prove that TV still rules.

As citizen newshounds crack one of the biggest stories of the year, Raymond Snoddy wonders if a new model for investigative journalism is ready to flourish.

It may put some noses out of joint, but it’s time for closer collaboration, writes Bountiful Cow’s Lucy Markham.