More Opinion articles

Does anyone actually do ‘advertising’ any more, asks the editor.

With consumers having to make purchase decisions influenced by seemingly opposing economic and environmental forces, brands need to carefully balance their messages.

With marketing budgets squeezed, dynamic digital OOH offers cost-effectiveness, ease of implementation and adaptability.

The industry will be closely watching how Ofcom rules on GB News’ People’s Forum: The Prime Minister.  

Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.

The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.

As women navigate personal and professional transitions, the concept of resilience takes on new meaning. It’s about setting a new precedent for success.

Move away from “perfection” and start embracing change, implementing stronger employee value propositions and investing in the talent of tomorrow.

2024 looks set to be a year of consolidation in publishing, but it’s a short-term fix for a long-term problem: the digital publishing market is suffering from market failure, writes the editor.

We need metrics that are comparable on a like-for-like basis while recognising that no one single metric shows the best result.