More Opinion articles

Streamers are reinventing the playbook for live sports coverage, so brands need to think beyond traditional advertising formats and look at the wider entertainment experience for consumers.

In light of Meta’s content moderation changes and cut to DEI budgets, many are asking: what can we do? Here are four considerations to act on right now.

In 2025, how can retail media do an even better job convincing brands — and the world — that it is worth the investment and will transform marketing for the better?

The government insists everything is “still on the table” regarding the BBC’s funding model post-2028 and there is no shortage of proposals. But not all ideas for replacing the licence are equal. 

With ESG remaining a key focus, our industry has the opportunity — and responsibility — to support advertisers to influence consumer behaviour, corporate priorities and societal norms. 

For an industry rooted in its understanding of people, seeing DEI as expendable is deeply problematic. It has never been more vital for leaders to continue to invest in progress.

Advertising is now dominated by a handful of players that don’t play by established rules, like JICs or trade bodies. This poses a huge risk for advertisers. 

Digital has an important role to play, but it’s time we stop talking down the classic billboard. For its ability to build trust, its scope for creativity and the attention it garners, the traditional OOH poster is here to stay. 

World Media Group members discuss the most important topics for 2025 in media and marketing, from publishers’ embrace of multimedia platforms and formats to post-election uncertainty.

Brand-building is not enough. We have to be world-builders — and this requires craft and reverence for the brand, married with media smarts and technology to distribute and optimise.