More Opinion articles

Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.

Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.

Ahead of Cop28, are we using the right KPIs to reduce our digital advertising emissions, asks Impact+’s co-founder.

Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.

Media talking about ‘creative’ is too narrow in ambition. It’s creativity that will become the most priceless commodity in our industry.

TikTok is presenting itself not as social media, but as an entertainment company with a focus on community. But is it actually just a form of “soma”?

New ad-supported streaming options present opportunities for long-form ad assets this Christmas season, and advertisers should lean in.

News publishers still rely on social media platforms for added reach. World Media Group’s CEO asks how they are leveraging their strong brand values on social to drive audiences.

A Jeff Bezos-backed bid for The Daily Telegraph? It’s a stretch, but not impossible now that Telegraph bidder Sir William Lewis is CEO of The Washington Post.

To bridge the leadership gap in advertising and marketing, organisations must adopt a multi-faceted approach.