More Opinion articles

In an update on a 2020 piece, Ian Mc Grath looks at ways to improve integrated campaigns as we shift from an “either/or” approach to “and” thinking.

It’s not just about speaking loudly; it’s about speaking wisely, kindly and together. It’s about changing the narrative for the next generation of little girls.

There is an art to using sound to create engaging commercials. When done well, the impact is incredible, argues Radioville’s managing partner.

Ella Sagar is joined by Jack Benjamin and Nick Manning to examine the ‘Forbesgate’ scandal and the trouble marketers and publishers are having over efforts to tamp down on adspend being funnelled to Made-For-Advertising sites.

The choice, immediacy and visuals of TV are at their peak, but manufacturers’ pursuit of advertising opportunities risks compromising the viewing experience and, in turn, this golden era. 

If AI can read our emotions and respond with the right tone, while solving our problems at lightning speed, do we need humans for customer service?

Ideas are only born when our minds are free from distractions. So we must champion different ways of working so technology can help us rather than drown us. 

Amid continued exposés of fraud in the open web and beyond, advertisers — as usual — have to sort things out for themselves. But first, they need to recognise their own need for change.

A prediction: SVOD/YouTube/AVOD/FAST will offer the same measurable reach as broadcasters, argues MiQ’s advanced TV product manager. (Partner content)

These reports are a waste of time and energy, with no actual learnings to be found, all designed to make the agency look busy. But it doesn’t have to be this way.