How to find a winning media strategy
A good media strategy is not about just about efficient reach and following the rules of the category.
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Why ‘gradually, then suddenly’ is a danger to us all
It is imperative that we tackle the growing threat of deepfakes, because catastrophe is just around the corner, opines EssenceMediacomX's Sue Unerman.
'Manage your manager': How to communicate what you need from your boss
In an ideal world, your boss should prioritise your welfare, and the start of a new year should not be the reason to pile on the pressure, opines the author.
Don't bore us, get to the chorus: say it, say it and say it again
People’s ability to hear what they want to hear is pretty amazing so, if you have something new to pitch, you need to make it simple and repeat it.
Sometimes the old ideas really are the best
There are 48 ways to transform creativity. Here’s number three – use an old idea.
Farewell Campaign magazine
As Campaign prepares to go solely online, memories of the print issue's central role for anyone starting out in the industry.
Enter, the fifth age of advertising
We are at the dawn of a new era. The age of dialogue is making way for the age of relevance.
Are we mixing up magic and science (again)?
The industry's narrative around AI must not be allowed to drift into the magical, otherwise great harm could be done. We must, instead, guide AI ethically and responsibly, and design it to drive positive change
When it comes to media plans, don't gamble
Crafting a strong, effective media plan is not about backing one thing over another, you have to challenge everything, including yourself, and create a balance
It's time to stand up to bad behaviour
We should nurture a workplace culture where people can call out inappropriate actions with the aim that everyone feels that they belong and can therefore fulfil their potential
Instead of segmentation, try inclusion – it will get you more sales
Research has shown that brand share bears little relationship to the segments brands might be trying to attract.
The magnificent seven New Year's resolutions
The outlook for 2021 is uncertain. Here is how to ensure that your business outperforms, and that your personal career path soars.