More Opinion articles

The annual festival has drawn criticisms for its carbon impact, but we can all play a part to ensure this is our most “responsible” Cannes Lions yet.

Ahead of World Environment Day, we must focus on finding more ways to reduce emissions in the advertising ecosystem to support the wider cause.

In response to Omar Oakes’ recent piece, an agency chief argues that tech can actually help creatives prove their value.

Our indie film sector risks being muscled out of the limelight — unless we get smart about seeking alternative funding, writes the founder and executive producer of Euras Films.

The power of marketing to shape consumer behavior was a central theme at the Sustainable Media Summit hosted by Horizon Media last week in New York. Marketing can reframe the perception of value and make sustainability the norm.

As the industry gears up for Cannes, it’s crucial that we remain vigilant and attuned to the wellbeing of our community.

Challenges that will shape its future include the need to simplify the offering, retailer consolidation and building infrastructure that connects the physical and the virtual.

Video is heading down two paths: a short vertical market, where content is produced at low cost and driving vast engagement, and a premium long-form market that can be effectively monetised.

It’s a media planner’s job to understand a client’s business, diagnose problems and find answers to them. Imagine doing all that work, only to find the solution had been picked before they started.

Individual-level targeting might seem like the best option, but change is inevitably coming and clinging to the past will only become more costly, complex and risky for advertisers.