More Opinion articles

Super Bowl advertising generates a huge amount of energy that results in high emissions. Here are seven ways that brands can reduce the carbon cost of their campaigns. 

Brands need ways to forge close connections with audiences without cookies, so let’s not overlook the common denominators that unite people.

Columnist Nicola Kemp joins host Jack Benjamin, editor-in-chief Omar Oakes and reporter Ella Sagar to unpack results from Big Tech companies, including Meta, Amazon, Google, Spotify and Snap.

Media organisations should spend more time listening to their journalists rather than trying to influence what they do.

SOV no longer represents the majority of a brand’s communication focus. Drawing conclusions from it can be highly misleading.

Collaboration leads to great ideas, but ultimately a ‘pain in the ass’ still has to make the final call.

The video platform is targeting the big screen — and watch time has become the number one predictor of channel revenue.

Havas Media Group’s chief data and product officer, Laura Kell, explains that first-party data, while useful, can limit new customer acquisition if overly relied on.

Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.

Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.