Fiona McArthur analyses the innovation trends to emerge from Dentsu Creative’s CMO Report, conducted among 2,000 senior marketers.
More Opinion articles
UK advertisers can now measure deduplicated campaign reach and frequency across linear TV and online platforms through an advertiser-led, independent, single-source dataset. However, it has not all been plain sailing as Tom George describes.
A new study examines the role and impact of the soundtrack in advertising. It shows how music shapes emotion, captures attention, and helps people remember brands faster than visuals alone.
Who should be the next director-general of the BBC? How about someone with proven experience of successfully fighting for a channel’s survival, suggests Ray Snoddy.
Charlie Makin heads to New York and finds an addressable TV market that’s shifting from experimentation to scaled execution.
The draw of The Celebrity Traitors proves there’s life in linear TV yet, as Jon Manning explains.
The role of GenAI in creative work is shifting from novelty to necessity. When it’s applied thoughtfully, grounded in insight and guided by human creativity, it delivers both short-term performance and long-term impact, says Tesco Media’s Stacy Gratz.
Retailers no longer need to decide between boosting ad revenue and protecting the customer experience. The CEO of Particular Audience says that by combining organic search and retail media into a single platform, they can drive real growth.
Patrick Ryan outlines the five forces driving the ‘Age of More’ and six connected levers that agencies need to succeed.
It makes perfect sense to launch a brand campaign for Open AI’s ChatGPT on a trusted advertising medium like TV, says MI Media’s business director. But what does the large language model itself think?