More Opinion articles

Havas’ global managing director of measurement explains why, despite falling out of favour, Marketing Mix Modelling still has a lot to offer marketers.

Rather than schadenfreude at the fate of Vice News, traditional media and advertisers should take key lessons from its trajectory.

As Mental Health Awareness Week gets underway, there’s no better time for our industry’s leaders to make one simple commitment that’s proven to improve mental wellbeing in the workplace. 

When we skip from trend to trend, we impede our ability to fully exploit new technology. Our collective short-termism must be replaced by a greater focus on iteration.

Strategy Leaders: At a time when even the most popular TV shows struggle to attract audiences of over 20 million, brands need to be creative, writes EssenceMediacom’s head of creative strategy.

Bad digital measurement tactics are everywhere, and they need to be reconsidered using common sense.

Clients want tried and tested. Twitter is too testing and tumultuous.

The answer is not more regulation or ad bans. What we need is better enforcement of the current rules on falsehoods and misinformation in advertising, argues Grove Media’s MD.

Any brand who manages to move, astonish, entertain, or amuse a crowd in a cinema environment benefits exponentially, writes Jan Gooding.

Twitter’s impact on journalism has been both a boon and a stain for a transitioning industry, writes Jack Benjamin.