More Opinion articles

Media planning needs to focus on memorability and how media, targeting and creative work together to make brands memorable. Here’s how to hack the memory code.

In a changing social landscape, brands must reassess how they view “performance”, moving from focusing on the bottom of the funnel to creating full-funnel strategies.

The start of Donald Trump’s second presidency felt like a lifetime ago. How the British press has covered his many manoeuvres since speaks volumes. 

The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.  

Adopting a coaching culture benefits every level of an organisation by making continuous learning and development both expected and encouraged.

Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.

The industry has been over-reliant on cookies for too long. But they’ve become a distraction while larger, more damaging practices have continued unchallenged. It’s not really about cookies — it’s about privacy.

Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach. 

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

Fame used to be rare and centralised but now, thanks to social media, fame is everywhere. But it’s also fragmented and hyper-targeted. How do brands break through in this new world?