the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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Gaming is a huge business, with an equally huge audience of engaged and passionate fans. So, says Fabio Tambosi, SVP of Marketing at ESL FACEIT Group, brands that aren't exploring this immense fandom are missing out.
No budget? No problem; how AI is levelling the playing field
Big ideas, big stars and big productions have been the sole preserve of big budgets since the dawn of advertising. But, says The Moon Unit, with the advent of artificial intelligence, technology is now allowing Goliath-like ideas to be made by David-sized budgets. Can AI strike a blow for equal creative opportunity?
B2B creativity is dead, but it’s not too late to revive it
While much of B2C marketing is awash with creative thinking, Tom Baker, Chief Creative Officer for &Above, believes B2B advertising has become too dependent on data, putting it on creative life support. But, he tell us, there's a way back if brands open their arms to emotion.
The magic of Christmas: A celebration of 2024’s festive adverts
With most of this year's festive campaigns now out in the world, Karin Seymour, Director of Client and Marketing at Sky Media, reflects on how UK ads have evolved, examines what that evolution says about the industry, and reveals which of 2024's Christmas crop are her personal favourites.
Theartofthebrandcomeback
Beyond Barbie: how should brands approach movie partnerships?
From the disastrous Wonka Experience to the buzz surrounding the upcoming Wicked movie, five creative leaders discuss how the Barbie movie's success has reshaped the way brands interact with new film releases.
Rekindling fan magic; what brands can learn from the Shrek legacy
Getting to the top is hard, staying there is even harder, especially when you're off grid for 16 years. So, asks Matt Michaluk, ECD at Household, with the announced release of another instalment of the Shrek franchise, can Dreamworks' green ogre rekindle the magic, and what can brands learn from his attempt to do so?
Selling Santa: the challenge of festive marketing
With growing concerns around ethical, sustainable shopping, and the cost of living crisis impacting spending, how can advertisers strike the right tone this Christmas? Camilla Yates, Managing Partner of Strategy at elvis, mines recent research into shoppers’ attitudes.
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How brands can spread a message of yuletide unity this year
'Tis the season to be merry, but should we also be thinking about cultural inclusivity? Guy Bradbury, Creative Partner, M&C Saatchi UK posits the idea that marketers and brands could consider the importance of bringing all faiths and ideologies to the festive table.
Did they use AI for that?
As AI-generated visuals and human artistry become harder to tell apart, James Trimming, Head of Production at Waste Creative, explores how tools like Midjourney and MetaHuman are reshaping production and the role of real-life creatives.
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Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More