It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.
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In a shifting landscape, marketers need to think about more than just where their social media activity appears. Proper governance is critical to reputational success.
What happened with the children of Gaza documentary is not an example of bias but of a failure of editorial systems or BBC bureaucracy — or both. There must be no repeat of the Balen Report saga.
We live in a Wonderland kind of world in which an opinion is treated as if it is fact. We should all agree on the need to know true facts versus strongly held opinions — and how to tell the difference.
Many brands still see retail media primarily as a performance channel focused on driving conversions. But it can help advertisers drive incremental reach and increase brand equity.
As advertisers navigate an evolving media landscape, where there are challenges like brand safety, measurement or content quality, streaming TV will become an invaluable channel to leverage.
As an industry, we are obsessed with efficiency. But what if the creation of brilliant ideas requires large dollops of inefficiency — the mull, the stare into space, the browse?
The entire newspaper sector — along with the wider creative industry — has come together to fight for proper copyright. Don’t let history repeat itself.
From Isba’s discussions with member steering groups, we found there were common threads that ran through all of their concerns. So let’s tackle these challenges together.
In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.