Opinion
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Clicks Don't Pay the Bills: Why Post-Click Data is the Only Metric That Matters
If you want your marketing to survive the next budget cut, stop celebrating the top of the funnel and start interrogating the bottom.
by Tora Buchardt – Sep 2, 2025
Built for now: Why brands need smarter, faster creative
AI is amplifying cultural phenomena and rewiring consumer expectations. As algorithms prioritise what’s new and trending, brands are turning to agile creative systems to meet shifting demands and stay relevant.
by Chandra Sinnathamby – Sep 1, 2025
How choice framing will reshape marketing strategy
'Choice framing provides marketers with a deeper understanding of what drives choice and the nature of the relationship they can build between the buyer and the brand.'
by Lyndall Spooner – Aug 27, 2025
Leadership, Equality, and the Future of Women in Media
'What struck me most this year wasn’t the statistics or even the warnings. It was the collective determination and wisdom in that room.'
by Fiona Ellis-Jones – Aug 20, 2025
Paws Over Applause: Why Dogs Make Better Brand Reps Than Celebrities
International Dog Day is a timely reminder that the most effective brand representatives are the ones who can earn trust quickly and hold it long after the campaign ends.
by Patrice Pandeleos – Aug 20, 2025
Press Start to Evolve: Why Gaming Advertising Needs a Rethink
Gaming isn’t just a pastime; it’s a cultural force. Yet, brands still rely on outdated segmentation and mobile-centric strategies. It’s time for a new playbook.
by Bec Zhuang – Aug 19, 2025
Giorgia Butler: The Evolution of Masculinity is Coming, and Marketers Have a Critical Role to Play
'Advertising has never just mirrored social change — it’s driven it.'
by Giorgia Butler – Aug 8, 2025
How to get attention: The five attention principles marketers should use to cut-through the noise
'We don’t just want our audience to notice us – we want them to remember us.'
by Mediaweek Admin – Aug 6, 2025
Narrative warfare: How AI is forcing a reset in corporate communications
David Hickey: 'This is the new battleground for corporate communications: a landscape where misinformation travels faster than facts.'
by David Hickey – Aug 6, 2025
Forget big data. The future belongs to large marketing models
InfoSum’s Richard Knott argues that Large Marketing Models (LMMs) will reshape advertising by connecting insights across siloes, without moving or exposing data.
by Richard Knott – Aug 6, 2025
The irony of innovation: Why media agencies must disrupt their own engine rooms
'If you’re not operating like a tech-led business, even if your product is creativity or media strategy, you’ll fall behind, and quickly.'
by Geoff Clarke – Aug 5, 2025
Brands need to be across platforms in a world of AI and media fragmentation
"It’s about creating a consistent presence across channels, reinforcing your message at every step."
by Daniel O’Connor – Aug 1, 2025
Marketers aren’t anti-privacy, but we can’t work in the dark
For marketers, the uncertainty isn’t just frustrating - it threatens the very practices that uphold our profession.
by Paul Hewett – Jul 29, 2025
Better together: Why a hybrid OOH strategy outperforms all others
Programmatic and direct OOH are not competitors. They are partners in delivering impactful, data-informed campaigns that reach the right audience at the right time in the right place.
by Ben Baker – Jul 28, 2025
Then & Now: How PR pros can apply lessons from the late ‘90s internet disruption to today’s AI wave
"AI will prioritise genuine human storytelling and content – and so will the public."
by Sharon Zeev Poole – Jul 24, 2025
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