More Opinion articles

Global OOH planning can quickly become fragmented. Stick to some basic principles, says the founder of Qube OOH. 

To mark the UK’s National Apprenticeship Week (9-15 February), a graduate of WPP Media’s apprenticeship programme, Thrive, shares his experiences.

Black-box platforms offer nothing but short-term noise, no learning, no conversations, no loyalty, and no meaningful audience understanding. A renewed focus on cost per acquisition is required, says DAC UK’s managing partner.

WPP’s David Wilding would like to see ‘near future sales’, ‘company value’ and ‘circular value’ added to measurable business outcomes.

Linear streaming, multi-channel unification, and AI-driven efficiency will dominate broadcast media strategies, says Operative’s CEO.

When you stop doing what you’re great at and find yourself pulled into things you aren’t so good at, it’s easy to lose love for the job. Launch’s CEO explains how she found her way back.

These days, 24-hours is a very long time in politics. How the British Prime Minister went from being ‘toast’ to pulling it back from the brink, as charted by the press.

In a world of AI-generated content, being broadly inoffensive is rarely neutral; it often means being forgotten. The chief strategy officer at IAB UK has a solution to cut through the slop.

Calls for a ban on social media for under-16s are rooted in ideology, not impact. That truth does nothing to diminish the urgency of addressing the impact of social media on children’s mental health, writes Nicola Kemp. 

Quibi failed because it sought to launch a mobile-first premium product while remaining anchored to an ad-funded media logic that was already fracturing. The future of short-form won’t make the same mistake.