Brands should forget chasing likes and followers and instead start with the consumer, says Mindshare’s head of creation Laura Scanlon. The future is marked for the brands that can create ideas routed in real human understanding; that can close a pain gap or enhance a love to ultimately make our lives better, happier and easier.
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As News Corp starts its new life as a separate company, Raymond Snoddy examines the impact the split will have – and asks if the media mogul has one last fight in him as he continues his love affair with newspapers.
Antony Ceravolo, chief executive and founder of ECNlive, takes a look at how the world’s oldest advertising medium is having its roots shaken by innovative new technologies – and tells us how it’s taken his business to whole new levels.
In the third instalment of News International’s Future Laboratory news trends, Abba Newbery takes a look a trend that’s already seeing heavy investment from newsbrands: Convivial News – where connections between like-minded readers has created huge new commercial and engagement opportunities.
It’s been hit and miss, but an increasing number of newsbrands are introducing paywalls to access their digital content – but what if the consumer was given the option to pay what they wanted? It’s not madness says GfK’s Colin Strong – and the evidence from other digital businesses suggest it’s worth a closer look…
YouTube has announced plans to help advertisers create video content, but advertisers should be wary, says Dominic Mills – the online video giant is needlessly butting into their territory and we should expect a backlash.
From BP to Barclays, British brands are seeing a huge global prominence says Anastasia A. Kourovskaia, vice-president, Millward Brown Optimor. How are they doing it?
In his latest Mobile Fix, addictive! founder Simon Andrews talks mobile spend, his favourite winners (and losers) from Cannes, the development of newTV and online privacy.
Airport operators are increasingly investing in pre-flight facilities for wealthy, private jet travellers – and with it a whole new advertising opportunity has arisen. Here, Tom Goddard, executive chairman of Adlux explains how luxury brands can really target their in-transit audience
As new services realise they can make money out of the long tail and established brands look to enter the market, fragmentation, driven by consumer choice, will increase further – and business models will have to change says GfK’s Ryan Garner.