More Opinion articles

Creative media has taken a back seat because creative effectiveness doesn’t properly consider how the message is delivered. 

The UK TV market may — overnight — have a new ad-supported VOD platform with the scale and quality to challenge UK broadcasters.

Brands looking to explore investing in “the sleeping giant” that is retail media, should consider a framework for their strategy. 

The Russell Brand allegations remind us why scale in media matters. Without being part of the so-called ‘mainstream media’, how else can journalists hold the rich, famous and powerful to account?

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.