More Opinion articles

Most copy is forgettable when it is both unremarkable and wedged cheek by jowl amongst other insistent messaging. Space is an advertiser’s best friend.

The antidote to rainbow washing? Don’t ignore the “11 straight months” of the year.

Candidates avoiding TV for fear of being ‘left-behind’ should reconsider.

Murdoch drops support of Trump in the US, but what does he have in store for the UK leadership contest?

There has never been a more important time to stay attuned to your customers through a flexible research approach.

Brands need to go back to their core utility to find their higher purpose or risk becoming irrelevant.

Inflation is partly to blame, but so is the limited appeal of generously-budgeted dramas aimed at small part of the global market.

Attention science tells us that attention is for selection for action: it’s about keeping us alive, writes Mike Follett.

Should you incorporate QR codes in to your campaigns? Ben Hope looks at the good, the bad and the ugly with QR codes in OOH campaigns. 

Testing shouldn’t be a ‘nice-to-have’ — it should be an intrinsic part of your media plans with protected time and investment.