More Opinion articles

Gen Z are making deliberate choices about how they spend and save. Understanding this financial mindset is key to staying relevant and building long-term trust with this group. 

It shouldn’t just be publishers calling out the immoral practices of AI search companies. Advertisers, agencies and tech vendors all have a role to play.

In a world where attention is expensive, your message must be economical. It doesn’t matter if this is creatively valid — this is the reality we face now.

Society defines masculinity and marketers are part of an ecosystem that saturates men with content that perpetuates confusing, old-fashioned stereotypes of male identity.

From trust to news avoidance, from ‘jokes’ of death to actual deaths, there are serious problems facing journalists and journalism, and solutions are as yet unclear.

Proprietary media doesn’t benefit smaller brands or agencies, resulting in a two-tier system. I still don’t think proprietary media can offer better value than a well-considered media strategy.  

If you want to drive change, learning that people are actively working against you can be hard, but they may have a point. By listening to them and making adjustments, you can still make progress.

It’s time we stopped performing thought leadership and started pursuing actual thought if we want the industry to be better.

In theory, all the online audience data now available allows us to optimise the way we work. But does it truly improve efficiency and effectiveness? This is fiercely debated.

Looking at the evolution of brand marketing and media planning by vertical, UM’s Dan Chapman explores how AI will transform every stage of the consumer journey and why brand essence matters in this new era.