More Opinion articles

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?

The ability of MMMs to pull together and scan diverse data sources to help show the impact of media investments on sales is not keeping pace. Can they be made fit for purpose? 

Build the right media strategy for your challenger brand and resist the temptation to hedge bets by pursuing multiple approaches or copying other brands, says MNC’s director. 

Settling into her new role as Asda chief customer officer, Rachel Eyre sets out her priorities for how supermarkets can pack a marketing punch.

Is the media finally beginning to scrutinise Reform UK and Nigel Farage properly? Not before time says Ray Snoddy.

Nick Manning concludes his series reflecting on the ‘Advertising: Who Cares?’ summit by outlining the recommendations for action. 

Hannah Mirza shares why now, more than ever, we need to invest in creating meaningful opportunities for newcomers alongside AI.