The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Published extracts from leaked WPP Production guidance have reignited debate over competitive bidding and client choice. WPP says the extracts have been selectively quoted and rejects suggestions that it misleads clients or undermines fair competition. shots gathers the industry’s response.
Awards and altruism: How adland decides where to give away its creativity
As charities fight harder for funding and agencies harder for an audience’s time and attention, what makes a cause worth saying yes to? Jonathan Grant looks at whether pro bono work can only thrive if it’s good for everyone involved.
The necessity of choice
TJ Sponzo, newly appointed as Commercial Director at Electric Theatre Collective, explores what a 60-year-old French film made of still photographs can teach us about advertising, at a time when AI is reducing the need for creative decision-making.
Snapshots - Claire Young, Girl&Bear
shots Co-Editor Danny Edwards talks to Girl & Bear CEO Claire Young about craft, AI, creative production, emerging talent and why human thinking still matters most.
The human factor: How the industry is getting real
This year’s Cannes Lions saw the focus pulled on human versus machine, putting the AI tools that have entered the arena firmly in their place. Tim Cumming speaks to a range of industry voices as a new sense of the reality and power of human creativity dawns.
Snapshots - Dustin Duke, Amazon's Brand Innovation Lab
shots Co-Editor Danny Edwards talks to Amazon Brand Innovation Lab’s Dustin Duke about why the best uses of technology start with a proper idea.
A24's Google deal tests whether a cult brand can ever really scale
Red Bull has managed it, so too has Patagonia, but other cult brands have suffered when attempting to appeal to the masses. Kriston Rucker, Partner at Love & War, looks at the reasons why, and what A24's new deal might mean for the company.
An opinion about AI, that has nothing to do with AI
Imagination and insight are at the heart of great advertising, believes Morgan Whitlock, who aims to bring those traits into TheGardening.Club as Executive Producer of the VFX and AI studio. Because, as production becomes more competitive, simply using this new technology as a cost-saving device isn't enough.
Microdramas go big: The age of brands renting attention is over
Online video viewing is as big as ever, but habits have changed and brands need to change with them. Olly Lewis, SVP & Head of Creative Studio at StudioB, says that understanding the burgeoning sector of microdramas is one way to do that.