More Opinion articles

Use AI to enhance creativity, not replace it. Truly disruptive marketing comes from human insight and ingenuity, argues Wavemaker UK’s chief strategy and planning officer.

Measurement myths keep persisting for no good reason other than “because we’ve always done it this way”.

It appears global forces are reshaping our behaviours and preferences, and businesses will need to adapt their brand strategies alongside them.

Faux OOH could complement Foundational and Special OOH activations, but it’s not quite the same thing in some powerful, if subconscious, ways.

Let’s fix the broken business model of streaming to ensure that creativity and commerciality can thrive together and entertain us with the best content possible.

With the summer in full swing, it’s remarkable how different the attitude towards holidays is between the UK and US, and never more so than over July and August period. 

Can we use modern technology to help consumers access a physical interaction rather than replace it?

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.