More Opinion articles

Brands must make customer identity core to their media strategy. Here’s how.

Subtitles have become standard fare for consumers. They must become part of advertisers’ creative toolkit, too.

News outlets must properly interrogate Farage and Reform on how effectively they run things, not report uncritically on the social division they stir.

Brands must earn Gen Alpha’s attention through genuine value, not just intrusion. That means choosing empathy over ego and purpose over performance.

Let’s be frank: we all get older. Does the industry need to consider the missed opportunity of both hiring and targeting older generations?

Celebrity journalism has often blurred the line between PR and reality — but the Bernard Bale story reveals just how far you can go when no-one asks questions.

The industry can continue to share data, enabling personalised advertising, measurement, fraud control and more, and competition has been supported. However, this isn’t over yet. 

As social platforms seek to capture share from the open internet and differentiate themselves in a crowded market, they are developing new capabilities that could benefit brands. 

To cut through the noise, brands must focus on genuine engagement. It requires a complex understanding of attention that varies based on brand and consumer interactions with devices, content, media and platform.

How do you measure reach, frequency and performance when your audience is everywhere? The opportunity now is not just to fix measurement but to rethink it — from the ground up.