Opinions

1 day ago

Why the creator economy could take over the advertising industry

There is a distinct possibility the creator economy may be out to eat agencies’ lunch.

2 days ago

Why brands could take a leaf out of the Baby Reindeer playbook

Laughter or tears aren’t the only emotions ads should aim to tap into. As humans, our minds go to different places all the time and often, those places aren’t pretty, says the managing director of Above & Beyond.

3 days ago

How Stephen King changed advertising forever

Not quite as scary but equally gripping, Forsman & Bodenfors' Siddhant Lahiri unpacks the impact of the famed author on the role of strategists in the industry—and why, 50 years on, his work is still a thriller.

4 days ago

Q1 agency metrics: A closer look at financial patterns and APAC performance

In examining Q1 earnings closely, analyst Ian Whittaker finds common denominators: the resounding success that India boasts and the persistent challenges that China poses—both are shaping agency-holding companies’ performance in the region.

4 days ago

I feel therefore I do: Why ads should appeal to the 'lizard brain'

Advertising’s obsession with tech can come at the expense of emotional engagement—and that can lead to homogeneous, boring ads, writes the Uncommon Creative Studio founder.

May 17, 2024

Sports marketing has lost its authenticity

Brands should be embracing athletes’ real stories to make the most inspirational, impactful work.

May 16, 2024

Can we trust ChatGPT as an analytics tool?

A year on from a rather disappointing test, can a reinvigorated ChatGPT win back credentials as an analytics tool—and can we trust it with our data?

May 16, 2024

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.

May 15, 2024

Moving on from Apple 'Crush': How do we stay human on the surface?

As the furore over Apple "Crush" moves into the rearview mirror with the tech giant apologising for the ad, the founder and creative director of Weirdo says it's time to champion the human.

May 12, 2024

Advertising is still failing moms

A survey of moms across the industry uncovered the ways they continue to be underserved and undervalued at work.

May 10, 2024

Creatives defend Apple ad amid backlash

Apple’s latest ad for the new iPad pro has been panned online, but creative leaders don’t all agree with the pile-on.

May 8, 2024

Eight ways to leverage AI and optimise your marketing efforts

From research to copywriting to soundboarding ideas, AI's potential in boosting your content marketing endeavours is limitless, but knowing how and what to use is key. Senior global marketer Tyler McConville explains.

May 7, 2024

Don’t let your AI investment for advertising fall flat

AI is not a silver bullet; the tech’s capabilities, while incredibly powerful, are only effective if managed and implemented correctly.

May 6, 2024

When creator content goes mainstream

There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.

May 4, 2024

Why creativity remains at an all-time premium

The age of Gen AI might be here, but the era of creativity isn't anywhere near over, says Mirum's Hareesh Tibrewala.

May 4, 2024

Mixed-reality marketing: how AR can help future-proof brands

No longer an expensive add-on, augmented reality can now present a low cost and novel way to reach new audiences in a media saturated world.

May 3, 2024

Why otome is the new go-to for gaming collaborations in China

Like all simulation games, Otome offers a fantasy. The powerful appeal of that fantasy speaks to what many young Chinese women feel is lacking in reality: a sense of power.

May 3, 2024

How to fix the deprioritisation of DE&I

There’s much evidence that DE&I is moving down adland's agenda. But it doesn’t—and shouldn’t—have to be this way, says the chief executive of The Unmistakables.

May 2, 2024

Beyoncé's country pivot and lessons in fearless marketing

In the disrupt-or-die era, there is no space for marketers to fear failure. If your brand is strong, creative risks pay off. Take a cue or two from Beyoncé's masterclass in risky branding.

May 1, 2024

Want to be funny on social media? Don't appropriate culture

Allen & Gerritsen PR associate Tyler Brindamour urges brands to avoid appropriating inauthentic vernacular in their attempt to connect with audiences.