More Opinion articles

New analysis has found that paid social spend may be treble the optimal level for growth, while TV could be getting less credit — and cash — than it deserves.

If we want to drive real equality in media, we must call time on lip-service feminism and self-interested silence.

We must work together to build a sustainable future for the industry that nurtures trust and transparency. Being part of the Who Cares? initiative is one way. 

While Matalan’s AI-generated ads have generated a lot of buzz, human involvement remains crucial to ensure authenticity, emotional resonance and meaningful storytelling.

Elon Musk’s GARM lawsuit has highlighted why brands should support responsible media that provide a benign advertising environment, an engaged audience and a measurable return on investment.

Futuristic ads give us clues about what concerns consumers may have and what products may alleviate those concerns — as well as the power of brands. 

At this year’s event, the industry will gain insight into how audio advertising delivers the three Rs: resonance, reach and results.  

Away from the never-ending disasters of recent years, this summer saw the return of silly season for the British press, with some truly ludicrous stories that carry more than a hint of political malice.

Trade body research in the past decade shows that no medium is an island and we work better together. Denise Turner reflects on a changing of the guard and insight lessons from these 10 years.

The key challenge for this nascent channel is ensuring seamless integration of all elements in the ecosystem, particularly CTV and OOH, and adapting work in a creative way.