The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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An encouraging perspective for creatives considering a similar move, Pete Novosel, who’s recently signed to Caviar, has written a candid letter to his younger self, looking back on leaving his ECD role at 72andSunny in 2015 to become a director.
The emotional power of filmmaking in a post-truth world
Drawing on his experience across documentary, drama and commercials, The Corner Shop director Ashley Francis-Roy explores how filmmaking, acting and constructed scenes can reveal genuine emotional truths.
The imperfect advantage: Perspectives on the cultural tension between authenticity and artifice
As AI-generated content makes it harder to distinguish what’s real from what’s manufactured, how can brands maintain trust and human connection? Daniel Kolb, CSO at GUT, explores the growing value of imperfection.
The biggest threat to authenticity in ads is sameness
Frankie Oviedo, Executive Creative Director at WTA, and TorchHouse’s Executive Studio Director, Ron Berg, argue that emotional truth on screen matters more than literal reality – and that without human insight, even the most polished work risks becoming ‘wallpaper advertising’.
Next stop: Relevance. So mind the advertising gap
By the end of this year the London Underground could have full 4G and 5G connectivity. This gives advertisers an opportunity, says Itai Cohen, Chief Strategy Officer at Digital Turbine, but one which requires careful thought, because having full bars does not equal having full attention.
The shots Podcast: Top 5 Scariest Ads
It’s spooky season, so Co-Editors Danny Edwards and Jamie Madge explore advertising’s haunted house for a top five scary spot face-off.
Putting menopause on the production agenda
For October’s Menopause Awareness month, the APA and Sorcha Shepherd, EP at Caviar London, have released a draft menopause policy for production companies. Here, Shepherd explains why they created the template and how they hope members will implement it.
Music should build the brand, not just the campaign
Most brands recognise music's emotional power, yet too often treat it as one of the last decisions in the creative process. Brian Berger, Founder and CEO of San Vito Agency, explains why brands should treat music as a strategic asset rather than simply another line item in the production budget.
Question time? We're getting better at getting it wrong
To get the right answer, you have to ask the right question and, as the old adage goes, 'to assume can make an ass out of u and me'. So, asks art director Syed Shuja Hussain, if AI can make an assumption look like certainty, who’s brave enough to reopen the brief?