When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.

Even as streaming gathers pace, accessibility remains an issue. However, AI has the ability to bridge this gap to make streaming available to more people.

GroupM’s latest research and a Jamie Paterson chant both highlight the importance of local pride and regional nuance — and why brands and strategists must understand this.  

As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.

Leaders from the public-service broadcaster explored takeaways from its January research on Gen Z, including implications for brands and the importance of providing positive role models for young men.

The All In Census identified a narrowed C-suite gender gap, continued underrepresentation of the working class, optimism about AI, and an appreciation for hybrid working, among other takeaways.

The marketing funnel isn’t perfect, but its fundamental logic still holds: people don’t buy things they’ve never heard of. Marketing is just evolving, as it always has.

Sky Media previously handled sponsorship and Paramount continues to rely on the sales house for wider ad representation.

Recent attacks on DEI impact the sector’s creative potential, its financial sustainability and its ability to connect with modern, diverse audiences. Some good work is being done, but there is much more to do.

Advertisers are busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background. If Hollywood can celebrate ageing, why can’t we?