Brands have pivoted towards projects when it comes to creative work. But media agencies should not assume they are safe. The seeds of a more transactional mindset are already visible.
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Britain’s right-wing press are offering uncritical support for Trump’s immigration policies, even as they infringe on civil liberties and the rule of law. It begs the question: are the Sun, Times, Mail and Express moving to back Reform?
Every part of a business must ensure marketing maximises its contribution to top- and bottom-line growth as well as the share price.
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
When was the last time you heard someone talk about an online ad? We need to get comfortable not being able to measure everything and focus on powerful creative messaging.
How do you create a long-term strategy when everything is changing almost daily? This is how marketers can future-proof themselves, whatever happens.
Could the WSJ lawsuit indicate a shifting of favour within the Murdoch media empire to another Republican as the tide goes against Donald Trump?
The rise of platforms has left brands with little insight into how their spend is used, who is benefiting from it and whether those actors are behaving responsibly.
As the media industry braces itself for consolidation and AI earthquakes, are agencies and adtech combining to find a new, client-centric path?
There’s a lack of understanding of CTV’s scale and value, even as people are watching more content on screen. This presents a great opportunity for brands.