The IAB is right that every discipline has a role. However, capability without a defined script simply encourages best-guess execution, writes Paul Evans.
More Opinion articles
Differentiation is found in new spaces or where people are genuinely engaged and paying attention. Just ask 22,141 people wearing bald caps, white shirts and black ties for Pitbull, says David Wilding.
Regulations on HFSS in-store promotions have prompted brands to develop media strategies that align messaging with each channel’s rules. The numbers show it’s working, writes James Dunaj.
Ray Snoddy heralds another journalistic investigation but finds The Times wanting in its reporting of the listener figures for its own radio station.
Jonathan Knowles is right that capitalising marketing isn’t a silver bullet. But that doesn’t mean marketers should stop making the argument, writes Rob Beevers.
CEPs give brand and performance teams the same commercial target, measurement framework, and moment to act. They are the first credible bridge between the two disciplines.
As media consumption becomes increasingly fragmented, the role of transparent, independent and industry-agreed measurement becomes more important than ever.
When women in their forties are being advised to ‘botox their CV ’, we must urgently address gendered ageism, writes Nicola Kemp.
Grow wise or silly, wide or tall… but never grow up, always down. What media can learn from Roald Dahl.
Inclusive thinking isn’t a trend. It’s how better decisions and meaningful campaigns are made.