The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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The Less Healthy Food (LHF) rules are urging advertisers to rethink how they depict food and drink. Lucy Aitken finds out how brands are adjusting.
Why brands need to move from storytelling to story-living
It’s no longer enough to tell people what you stand for, you have to invite them in to live it, says Simon Hatter, Founder of brand experience agency HATTER, So, welcome to the world of story-living.
Gen Z isn’t happy – can brands help with meaningful marketing?
With recent research revealing that the young are facing rising levels of angst, Rachel Cunliffe, Research and Insights Account Director at Mindshare, explores how adland can respond by showing up in more connected, culturally relevant ways.
What filmmakers can teach marketers about storytelling in experiential
Experiential activations should offer spectacle but, says Ijaz Ibrahim, Creative Lead at The Hanging House, spectacle is only half the battle because without meaning it won't be remembered.
The power of niche communities
Meroweh Ansari-Beni, Head of Video at social media agency Coolr believes that by meaningfully tapping into evolving subcultures and micro trends, brands can be authentic without trying to appeal to everyone at once.
Portals in plain sight: Why smart glasses could reframe OOH
With Meta recently announcing its new AI-powered smart glasses, Saj Nazir, SVP Media Creativity at Mediahub, comments on why this is such an interesting development for OOH – a medium that continually reinvents itself.
Beyond stills and film: How fashion brands are adapting to a new media landscape
Bianca Redgrave, MD of Studio Private, explores how fashion and luxury brands are seeking campaigns that live across fragmented platforms, delivering an experiential wow factor beyond traditional channels.
How nostalgia can offer clarity in an overstimulated industry
Before social media feeds and the chase for virality, advertising was built around a single strong idea; one that could stand on its own without the noise of algorithms and trends. Han West, Partner at Washington Square Films, explores how today’s interest in nostalgia could help advertisers reconnect with that simpler creative mindset.
On nostalgia: No country for old meh!
As we confront global chaos, domestic grudge matches and ethical WTFs, there’s the temptation to turn to nostalgia. But, asks Ian Grody, CCO at Giant Spoon, should we resist?