The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
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.
Cracking the connection code
As online ennui and a renewed appetite for IRL meet-ups grow, Caroline Sparkes, Director of Global Brand Marketing, Sparks, suggests we reevaluate the power of offline networking and creative connections.
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.
The girl in the Elsa dress
As a father, and as an agency owner, Aidan Gibbons, Executive Creative Director & Co-Founder of Not Just Any, is dismayed by the recent changes to the UK's Equality & Human Rights Commission's code of practice. In an industry - and a world - where there is no such thing as 'normal', will the new rules change that?
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.
Straight shooting from 2026's Young Arrows Co-Chairs
The Young Arrows shines a light on the industry's up-and-coming talent and, here, this year's jury Co-Chairs, Love Song MD and EP Shirley O'Connor, and 4Creative ECD David Wigglesworth, talk about the best ways to encourage young people into the industry, the challenges in doing so, and why the Young Arrows has an important role to play.