The focus on cost turns pitches into competitions of who offers the lowest price, trapping brands in cycles of poor partnerships and preventing agencies from doing what they do best. How do we fix this?
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Dynamic creative optimisation’s many advantages are barely noticed now — but the ongoing deprecation of third-party cookies and growing data privacy limitations could change that.
Being disruptive increases your brand value. But you can only define your approach to disruption once you have understood both the enemy and yourself.
Cannes Lions 2024 marked a turning point in how brands, agencies and industry bodies view the importance of quality journalism and why advertisers need to support it. But we can do more.
We must stop pretending that leaders advocating for four days a week or more in the office care about inclusion.
With entertainment on the move, it’s time to optimise — and monetise — engagement from consumers at home and on the road.
The GARM and ANZ framework is a major step forward in our quest for better measurement and all parts of our industry will have an important part to play as it develops.
One year on from the birth of Threads, brands are still unsure whether they should be on the site. 26PMX unpacks some reasons why it’s worth getting involved.
Our industry understands the importance of symbols. In an increasingly hostile climate towards LGBTIA+ people, it’s alarming that some brands are reverting to the original Pride flag to consciously exclude others.
Attention data can be used to cross-pollinate a variety of digital ad opportunities and improve creative execution, but many brands haven’t been deploying attention data the right way.