More Opinion articles

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.

Chief media officer is a big job and somebody has to do it for advertisers, argues Nick Manning.

‘Good enough’ is not an option over excellence. It’s time to graduate to the next level, writes Prof Karen Nelson-Field.

But now there is light at the end of the tunnel as the streaming service looks to add advertising to its platform.

The path to improvement is clear: focus on in-target groups.

Artificial intelligences are creating unusual ideas – and we need that unique thinking, writes Simon Carr.