More Opinion articles

Almost half of our behaviour is made instinctively and consistently – so how can brands get loyal customers to try something different?

British Gas’ decision to retire Wilbur the penguin as a cornerstone of its marketing reawakens the question about the effectiveness of brand mascots, writes Nir Wegrzyn.

From dealing with dysfunctional supply chains and outdated measurement, to ditching the cynicism about purpose or quantifying creativity, Dominic Mills shares his take-outs from ISBA’s annual conference.

Ebiquity’s Mind the Gap report shows how strategic media planning is a craft we need to double down on, writes Facebook’s Ian Edwards.

As P&G and Unilever show, in the age of austerity, the market appears to have responded by picking up where governments have failed.

Despite what many believe, the evidence shows traditional media is set to endure for the long-term, writes Ray Snoddy – and investors and policy makers should honour this fact.

Following the ICO’s report into real-time bidding, the IAB’s Christie Dennehy-Neil explains what the sector must do next.

From advertisers and agencies, to the many intermediaries in-between, it is the job of individual companies to finally take action, writes Nick Manning.

Sponsor content: Influencers have taken a real battering in the media recently – and to be honest, they deserve it.

Stephen Broderick shares six principal steps advertisers can take to ensure that their digital media budgets are less vulnerable to fraud.