The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
Founder and Creative Director of Bryan Stenler Studios, Alex Viegas explores how Generative tools make a memorable mascot easier to launch. Keeping that character recognisable, believable and usable across campaigns is a different creative challenge.
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?
From product placement to creative partnership: The new age of branded entertainment
Having your brand or product appear in a film or TV show might be great but, says Amy Gardner, Founder of Finite Films & TV, the new landscape of branded entertainment can allow those brands to have much more creative control.
Gen when? We shouldn’t be put in a box until we’re dead
Labels can be helpful, but has the marketing industry relied too much on the homogenous definition of people? Paul Domenet, Creative Strategic Director at Free The Birds, believes so, saying that advertising's reliance on generational distinctions is doing more harm that good.
Hoard, sweet hoard: What IKEA’s Skyrim shelf can teach brands about fandom
When brands try to play in the world of fandom they can often get it wrong, but not IKEA, says Cat Botibol, Managing Director at Studio Secret Cinema, who thinks the furniture brand's foray into Skyrim is a perfect example of playfulness and intelligence.