More Opinion articles

Advertisers are busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background. If Hollywood can celebrate ageing, why can’t we?

Not all impressions are equal and different touchpoints generate varying levels of effectiveness. But how often do brands take all of these factors into account? This is where super touchpoint planning comes in.

Stop treating social as an add-on to your TV or digital OOH campaign. Not only should social be part of a brand’s strategy, it should be the strategy.

Whatever you think of Neil’s past commentary, he deserves praise for admitting he was wrong. Unlike our former prime minister…

It’s time to call time on the fear, apathy and defensiveness that still surround equality in the media industry.

Being a working parent is hard. But we are doing important things for the next generation through role-modelling the choice to be and do whatever makes us most fulfilled.

Media leaders love to talk about workplace culture, but grieving parents are still being sidelined. Baby loss isn’t rare — our silence about it should be.

With the theme for International Women’s Day this year Accelerating Action, what does the industry need to prioritise in order to drive change in light of recent developments?

We want to keep recognising women who are changing the industry — influencing, leading and driving positive disruption in media. 

It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.