More Opinion articles

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?

TV viewing and reach have declined as UK broadcasters slashed spend on home-grown premium content. But could a new production powerhouse come to the rescue?

Given podcast listeners are typically attentive and engaged, this medium allows advertisers to connect with receptive audiences. Yet podcast advertising only represents 0.2% of total ad budgets. Now is the time for podcasts to truly shine. 

As an industry, we prioritise empty platitudes over tangible policy. Remote working is vital to levelling the playing field for diverse talent — why are we pretending otherwise?

It’s not a question of if but when you decide to give up on your principles. Nothing will get brands, big or small, to leave Meta. 

Brand lift provides a truly holistic picture of campaign performance — here’s how to get the best from the data.

Advertisers have a golden opportunity to ride on the coat-tails of beloved shows, captivating audiences while they are light-hearted, relaxed and open to branded messaging.

Size isn’t the only opportunity. Building good relationships with media owners means jointly understanding what success looks like and ensures client, agency and media owner can unlock mutual growth.

Advertisers have a challenge on their hands when Gen Z are struggling with the concept of truth and represent a wide range of worldviews as they face up to close-to-home concerns.