The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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In today's hyper-competitive attention landscape, all brands need to tap into contemporary culture – that much is clear. But Yuliana Safari, Strategy Director at JDO Global and Monique Centrone, Head of Cultural Strategy at Ipsos Strategy3 argue that winning at pop culture isn’t the only way to do it.
The enduring art of the re-record
We've all heard those sound-a-likes (often in supermarkets) that take a popular song and cheaply butcher it. A great re-record of a classic track is nothing like that, says GAS Music's Creative Director Greg Owens; they're "a creative act of stewardship" that require expertise and artistry.
AI's power play, and its impact on our world
As well as being a disruptor of traditional creative culture and an ethical minefield, artificial intelligence is also – unbeknownst to many – having a huge impact on our climate. Freelance Group Creative Director Ben Kay takes time away from LinkedIn to explain AI's sustainability shockwaves.
Is the climate crisis adland’s greatest communications challenge?
Jessie Nagel and Julian Katz, founders of Green The Bid, a volunteer organisation promoting sustainability in production, explore the burning issue of environmental breakdown and the language we use – and need to use – when we talk about it.
The impact of sustainability in production
Starting or maintaining a sustainable approach to production can feel daunting but, says Carly Stone, Founder and MD at Planet Positive Production, it doesn't have to be. Small changes alongside a big effort can make a lot of constructive noise.
A new experience; how IP-driven brands can deepen fan loyalty
Whether it's Harry Potter, the MCU, Stranger Things or anything in between, fans want to feel connected to the things they love. Michelle Du Prat, Strategy Director and Co-Founder at Household, looks at how immersive experiences can offer more for those fans, and the brands they serve.
Send in the clouds: do we over use digital storage?
Emma Horton, XR Global’s Head of Impact suggests that while the ad industry is attempting to address sustainability in production, the growing carbon cost of infinite asset storage remains largely ignored.
Are content creators the third-sector’s secret weapon?
Campaigns for third-sector companies, those which are not for profit and non-governmental, can be hard to master; sometimes too schmaltzy, other times too hard-hitting. So, asks Geoffrey Chang, Creative Lead at eight&four, can content creators unlock the secrets to charitable messaging?
Long-form lessons: what to expect from feature-length filmmaking
Drawing from his recent experience of creating a documentary series for Nissan, Dark Horses Chief Creative Officer Steve Howell shares his insights, tips, and what advertising filmmakers should expect if they want to dip their toes into long-form content.