More Opinion articles

Cadbury has produced the most attention-grabbing Facebook advert of the Easter season, according to Lumen Research’s Platform Pulse research.

Worldwide, momentum is growing against the traditional defence of tech billionaires that they provide neutral platforms, and that it is the responsibility of parents to police their children’s online habits.

The news from California and New Mexico confirms that the way forward is regulation. The ad industry has always opposed more curbs, but now there is no argument against them, writes Nick Manning.

Great relationships don’t manage risk. They manage trust. And trust is built on three things: ambition, decisiveness, and kindness, writes the co-founder of X&O. 

Authentic storytelling and cultural relevance on platforms that are increasingly resistant to traditional advertising is a strategic way to build visibility, writes Hypetap’s MD.

Clients need a partner that acts with agency on their behalf. So why are the Holdcos abandoning the word, leaving it to be redefined by AI in the most powerful way possible?

The tools to advertise on social media have never been more powerful. And yet, they risk adding to the ever-growing volume of work that looks exactly like everything else around it.  What can advertisers do, asks Chris Herbert-Lo?

The way a brand is experienced no longer sits within a brand-owned environment, such as your website or app, where you have complete control. Instead, it unfolds across external environments, such as LLMs and social. Omnicom’s MD Performance explains.

Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP.

Momentum alone is not enough for challenger sports, and chasing one-dimensional models is risky. The future lies in layered strategies that balance authenticity with scale, writes Engage Digital Partners’ CEO.