More Opinion articles

Using data from its TGI Geo Affinities solution, Fifty5Blue has been analysing consumer behaviour by UK postcode and the brand benefits of postcode‑based modelling.

To kick-start this week’s AI-focused editorial special, the director of Advertising Week Europe shares findings on what the rise of the ‘human premium’ means for brands and businesses.

Stop overlooking women’s expertise and start being intentional about shouting about it, writes Nicola Kemp.

When brand signals reinforce across memory, social media and machine systems, you stop buying visibility and start accumulating it. This changes how we think about brand strategy.

Advocating for equality, men aren’t just supporting women; they are advocating for a more resilient industry and a more sustainable way of working.

Following the launch of dentsu’s Brand Reset project, Lumen’s Mike Follett asks why short-termism persists and looks at how the agency is embedding long-term thinking into its planning. 

In the digital age, physicality still counts. We need to remind ourselves that we live in a physical world by designing for senses such as texture, sound and resistance. It’s what youth generations crave. 

JAA’s marketing director, Caroline Ayling, explores why indie agencies are the perfect partner for family-run businesses.

Signals promising to optimise creative are mostly noise, and anyone who tells you otherwise is selling snake oil. You’re being pitched a flywheel, but you’re being sold a hamster wheel, says CreativeX’s Paul Brown. 

The boardroom battle is not about whether marketing creates value. It’s about whether or not you can prove it alongside every other investment competing for capital, writes The Kite Factory’s managing partner.