Ofcom’s Media Nations findings do not truly reflect the complex landscape of our news consumption. Here’s why.
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What does it say about confidence in our industry that we still have to give marketers guidance about how to run fair pitch processes?
Right now, a long-term, insight-driven approach to comms planning around LGBTQ+ publishers and creators could pay even greater dividends for brands.
Trust and responsibility are not the same thing, but one cannot exist without the other. We must plan, buy and measure media in ways that align with our brand’s values, reflect our audience’s world and respect the platforms and publishers that shape culture.
The spread of misinformation, disinformation and hate isn’t just a tech problem. It’s a business model problem. And advertisers must be part of the solution.
Every part of a business must ensure marketing maximises its contribution to top- and bottom-line growth as well as the share price.
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
When was the last time you heard someone talk about an online ad? We need to get comfortable not being able to measure everything and focus on powerful creative messaging.
How do you create a long-term strategy when everything is changing almost daily? This is how marketers can future-proof themselves, whatever happens.
The rise of platforms has left brands with little insight into how their spend is used, who is benefiting from it and whether those actors are behaving responsibly.