More Opinion articles

There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.

CPD brings real business results. Here’s how to measure CPD’s value to show that it’s more than a perk or luxury. 

Algorithms are today’s casting directors, so offer them better auditions. Use the ‘Hook → proof → trust’ formula to find the right people for your brand.

The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value. 

Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer. 

From Jimmy Kimmel’s suspension to reinstatement, the US’s first amendment is under fire as business interests appear to take precedence.

Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.

Channel 4’s head of advertiser strategy reflects on a decade of its DIAA initiative and what it means to create ads that resonate with audiences of all stripes.

As ITV reaches seven decades, its commercial MD reflects on the key moments that show how advertising has powered the broadcaster’s growth, kept TV free and helped shape UK culture.

One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.