The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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What a brand says is important, but so too is who says it, and how. Kim Aspeling, Lead Voice Specialist at MassiveMusic, looks at the ways in which brands get their messages across, who delivers those messages, and why voice is so important.
Why Gen Z’s offline habits are starting to shape spending
While younger generations aren't exactly ditching their smartphones completely, they are embracing a more tactile and disconnected approach to some areas of life. Emma Thompson, Head of Agency at Golley Slater, look at why.
Two stops over: Craft, silence and the leadership no curriculum teaches
Manuel Nogueira, photographer, filmmaker and Chief Executive Officer of Matter + Energy, has shot for publications including Vogue, Elle and Nowness. As the company's CEO, he believes craft has taught him much more about leadership than any business school ever could.
How the search for new talent has changed over three decades
As the deadline for 2026's shots-supported Young Director Award approaches this week, we speak to some of the event's main sponsors, each of whom sits at the head of a successful production company, about why the search for new talent has changed, but how the goal has remained the same.
Why luxury is winning by leading with craft, escapism and play
Jelly's Hazel O'Brien fills us in on how luxury brands are using playful craft and whimsical animations to keep the space fun for creatives and audience alike.
The shots Podcast: Best use of IP
Podcast face-off episode three sees Co-Editors Danny Edwards and Jamie Madge delve into the big bag of IP usage.
Tangibility: McDonald’s secret sauce for truly getting its message across
If being playful is a powerful brand asset, then McDonald's approach to it comes in the form of tangible, real-world campaigns that aim to deliver joy. And Cameron Russell, Head of Marketing at Marketreach, is loving it.
Choreographing physics: Directing liquid in tabletop
Mateus De Paula Santos, CCO and Founder of Lobo, explores the craft of shaping liquid on screen, and why physics, not pixels, does the heavy lifting.
Making motion matter in traditional sectors
Creative Director at HB, Scott McGuffie, explains how designers can shift the conversation around motion to demonstrate its real value in helping audiences understand, interact and engage with professional services.