the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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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.
The art of the brand comeback
Nick Vaus, Co-Founder and Managing Partner at agency, Free The Birds, explores how brands that have lost their way can revive a legacy with the skilful use of nostalgia and creative connection.
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.
How to build blockbuster branded entertainment
With two hit movies already under its belt, LEGO is no stranger to branded entertainment. But, with the release today of Piece By Piece, about Pharrell Williams's life and career, the brand continues to show how to build an entertainment empire, brick-by-brick. Here, Dan Wood, MD of EssenceMediacom’s Creative Futures, examines how other brands might be able to do the same.
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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.
Imposter syndrome: how self-doubt can spur a woman on
With the upcoming US elections bringing renewed focus on women in leadership roles, Veronica Diaferia, founder of female-owned commercial production company Tinygiant, explores the internal battle that many women face along with external challenges to their success.
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Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
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