More Opinion articles

New EU rules on green claims will set global best practice for how brands communicate their sustainability credentials. Here’s how brands can adapt to win.

Advertisers often ask: “What’s happening in culture?” The Guardian has found some key shifts and explains why marketers should care about these zeitgeist moments.

We have discussed social identity and how parts of the media fuel conflict. In this final instalment, let’s look at what we can do to fight identity-threatening content. 

We need to revert back to the basics of TV campaigns — reaching mass audiences and building brands. Let’s focus on the quality of the content and less on buying mechanisms driven by preference, convenience or even agendas.

Ideas become easier to realise when tools cost less, resulting in more creativity. Gen AI can help us all progress our creativity and output, regardless of skill and talent.  

As the BBC heads into life-and-death discussions with the government about its future, decisions like axing HardTalk weaken the case for the licence fee.

How a legend from antiquity could change the narrative and help safeguard the financial future of the established media sectors.

These principles represent a major opportunity for advertisers to build a more responsible and trustworthy media environment for everyone, writes the co-founder of Conscious Advertising Network.

The amount of activity in the measurement space confirms that this is what advertisers are most interested in.

Parts of the ad industry are in rude health; but the particular issues agencies face is a key challenge for anyone who wants our industry to do better.