More Opinion articles

Further collaboration is the key to facilitate a viable cross-media, cross-platform and cross-device measurement proposition in the UK, writes Ian Dowds.

Sponsor content: Marketing is blighted by the Cobra Effect – and the way we measure campaign effectiveness creates the risk of unintended consequences, writes Richard Shotton.

There is nothing more depressing or dull than Hollywood luvvies talking about the creative process, writes Dominic Mills.

Ray Snoddy welcomes the arrival of two very different intellectual creations – Apple News+ and the Copyright Directive

Want to develop a business strategy that connects with all sorts of women? Then stop making us feel like shit, writes Majbritt Rijs.

Hollywood actors and tech billionaires getting together to make content that will inform and educate sounds like terrible entertainment, writes Tracey Follows.

Do something bad, and you’re likely to compensate with a good deed – or vice versa. Here, William Hanmer-Lloyd explains how advertisers can use this behavioural quirk to improve targeting.

Bob Wootton looks at how adland corrupted one of its favourite buzzwords. Plus: Why we need a review into the value of media channels, and CRM forceably revisited.

From the changing types of advertiser using it, to the new competition threatening its existence, Dominic Mills charts the evolution of commercial television.

Spending time and money questioning the brief means better defined objectives – and subsequently stronger execution and fewer marketplace regrets, writes Jan Gooding.