More Opinion articles

Is a one-dimensional focus on measuring attention distracting advertisers from exploiting the true effectiveness potential of different media?

Don’t settle for mediocre media strategies. Embedding your agency team within your marketing department can deliver impactful campaigns that drive meaningful growth.

Some say generative artificial intelligence will transform the workforce. Many workers say it already has.

The most effective modern brand campaigns are powered by two things: clever use of technology and a powerful expression of personality.

Strategy Leaders: Retailers, it’s time to connect with your customers, become more personal, embrace sustainability, and infuse creativity into your brand, writes Havas Media UK’s head of strategy.

Give and receive feedback early and often to build trust, improve relationships, and drive growth. Don’t be afraid to have ‘a chat’ – it’s how we learn and ‘crack on.’

As Elon Musk chooses to rebrand Twitter to ‘X’, Stephen Arnell examines the substitution in light of other historical name changes.

Traditional media channels offer high-quality environments and better chances of attention, but digital channels are often accepted or ignored despite concerns around ad quality and effectiveness.

Saturation and economic factors are limiting investment and increase competition. TV buyers must consider additional audience research and varied channel mixes, writes VCCP Media’s AV director.

In a post-GDPR world, a balance between personalisation and intrusion is not only desirable but essential, writes Ozone’s chief technology officer. (Partner content)