The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
Michelin star restaurants have three cooks to every waiter. So why do advertising agencies have a structure where creative is outweighed by other departments? Tom Elliston, CEO at LOLA Madrid, explains that too much agency process is taking away from the important creative work.
Can AI-generated food really get the tastebuds tingling?
Olaf van Gerwen, Founder & Global Creative Director at Chuck Studios, finds that AI-generated food may be everywhere, but our finely tuned appetite for the real thing means even the smallest synthetic slip-up can leave a bad taste.
How an agentic AI course changed my mind about AI adoption
Rather than seeing artificial intelligence as a threat to her job, FIN Studios Head of Studio, Tabitha Onofri, chose to understand it. Now, she believes it can be a huge benefit to the role she - and others - have; you just have to know where to start.
How the next era of documentaries will bring audiences inside the story
Jay Allen, Emmy-nominated producer and VP of Unscripted at SunnyBoy Entertainment, discusses the evolution of unscripted storytelling and why audiences are gravitating toward immersive nonfiction experiences and behind-the-scenes style content.
Greenhushing or greenshouting: How to market the message of climate catastrophe
As we face up to the alarming realities of climate change, Tracey Lee, Strategic Advisor to Creatives for Climate, answers questions about how the ad industry can put its influence to good use by creating awareness and change without causing panic.
The best brand characters have strings attached
Drawing on her experience creating a brand spokespuppet, Eli Vasiliou, Creative Director at Thinkingbox London, explores why puppets make such memorable advertising characters, and how physical craft, human performance and a little unpredictability give them particular appeal in an age of AI-generated perfection.
The shots Podcast: Best use of claymation
The face-off gets crafty in tribute to World Play-Doh Day, as Co-Editors Danny Edwards and Jamie Madge choose their top five clay-animated ads and pop promos.
Be more Bosch: Why marketing needs more emotion
Making people feel something is the aim of both art and advertising but, says Annie Harte, Audience Strategy Lead at eight&four, the latter usually relies on highlighting one specific emotion; happiness. So, what if advertisers embraced the approach of 15th century artist Hieronymus Bosch, and targeted the gamut of human emotions?
Is craft becoming a luxury good?
Justine Armour, International Chief Creative Officer, at 72andSunny talks us through the complexity of crafting ads, and how we can learn to take our time with perfecting the art.