More Opinion articles

With 170m viewers up for grabs, the real winners of Eurovision are brands that capture attention across the digital touchpoints that the TV audience is highly engaged in. 

GroupM’s latest research and a Jamie Paterson chant both highlight the importance of local pride and regional nuance — and why brands and strategists must understand this.  

Apart from being a bulwark against fake news and lies, the BBC World Service is a valuable arm of British culture and influence around the world. Cutting funding will bring irreparable damage. 

Return-to-office mandates, relentless bias, a widening pay gap… why are we looking the other way while a steady stream of female talent exits the industry?

As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.

Media agencies were designed to deliver curation in an analogue world. A new model is needed for a new era, one that starts with curation, AI and supply-side intelligence.

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.