Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
Guinness is the latest drinks brand to release a no-alcohol version amid younger people's shift away from alcohol consumption. We speak to four agencies and ask whether successful alcohol brands should fear the new generation's less booze-fuelled focus.
Ella Jenkins and Sarah Evans, Senior Consultant in Behavioural Science and Consultant in Business Transformation at Ogilvy UK respectively, examine how recent financial fears have impacted consumers and how brands, by employing value-based innovation, can help both their customers and themselves.
Fear is everywhere – a driver for communications as much as of behaviour, but how brands and creatives are resorting to fear is changing. Tim Cumming spoke to industry pros about anxiety in advertising.
Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.
Kevin Chesters, CSO and Co-Founder of Harbour, argues that, far from hiding from it, we should be embracing fear as the 'spidey-sense' that lets us know when we're onto something creatively exciting.
Ahead of Mother's Day this weekend in the UK, Charlene Chandrasekaran, Executive Creative Director at The Or, examines the differences between parenting in the real world and parenting from the point of view of brands, asking; why aren't advertising campaigns more authentic?
In the first of our frankly terrifying series on what gives advertising pros the jitters – we speak to Rankin, world-renowned photographer and founder of agency Rankin Creative, about the impact of anxiety on society, creativity and the industry in general.
In the wake of yesterday's celebration of International Women's Day, Diana Ellis-Hill, co-founder of creative agency Be The Fox, explains how despite more women occupying C-suite leadership roles, the gender pay gap and a lack of representation is still an issue. Could more women-owned agencies be the key to real change?
From a viral prank to a community of movie lovers coming together to create a lost masterpiece. Amplify’s ECD Alex Wilson takes a look at what happens when fandoms and communities harness the power of worldbuilding for a shared passion.