More Opinion articles

Marketing budgets should be seen as an investment, not an expense to be trimmed.

As part of our series on the big issues facing the media in 2023, Raymond Snoddy makes the case for developing a more comprehensive idea of trust to combat misinformation.

The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to argue for three key requirements for advertisers to evaluate TV alongside digital video.

There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.

If working from home is here to stay, no one should have to pretend to their colleagues that our private lives are perfect.

The most important issue facing our industry right now is our fractured working culture and approach to learning and development.

With a $125m securitization deal, Simon Cowell’s Syco seeks to expand via “a mixture of strategically aligned acquisitions and organic growth.” But what does that mean for the talent show format?

In times like these, it’s not so much about what a brand is marketing, but more how a brand is marketing.

Brands are doing themselves, as well as diverse communities, a disservice by relying on legacy safety tools.

First, recognise the blind spot in our current marketing theory.