More Opinion articles

Entertainment marketing should return to a more patient approach: bespoke content experiences designed for specific places, scenes, and sensibilities, says James Kirkham.

Micromanagement is a known driver of stress. It’s time for an alternative audience-first leadership approach, says dentsu’s Mike Florence. 

Caroline Manning shares the reflections and resolutions that will guide her planning in the year ahead.

What does 2026 have in store for the BBC, Trump and the tech giants? Ray Snoddy offers his forecast. 

With six billion viewers likely to tune into the FIFA World Cup this summer, brands have a once-in-a-generation chance to showcase CTV’s creative reach. 

World Media Group members from The Wall Street Journal, CNN, New York Times and Havas Media Group reflect on how AI is transforming the business of journalism, and why AI must be adopted without sacrificing the importance of trust.

Adapting to AI-driven discovery and agentic commerce doesn’t just mean rewriting the rules of SEO; it also means rebuilding marketing strategies.

OOH offers multiple ways to connect with audiences, but the many routes to market can make it complex to navigate. Let a specialist be your tour guide, says Posterscope’s planning and buying director.

True social-first thinking means re-engineering how strategy moves, how creative is made, and how performance is measured. SocialChain’s group strategy director explains.

Are you helping your audience, or are you just getting in the way? Helpfulness and empathy provide the ultimate cut-through, says Transmission’s head of client services.