The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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As the awards celebrating British brilliance in TV advertising reaches its 50th birthday, Tim Cumming talks to the recently announced 2026 jury chairs, Lizie Gower and Ben Priest, as well as Chairman of the Arrows Board of Directors, Simon Cooper. They discuss the Arrows' impact and ongoing legacy, and how it can support craft and creativity in challenging times.
Putting the LOLs into OOH: Why are brands overlooking the power of humour in outdoor?
Dave Billing, ECD at Fold7 wonders why – when humour is one of the best ways to cut through and offer cheer in these dark days – are relatively few advertisers are tapping into this powerful tool when it comes to their outdoor campaigns.
Fright, delight and the power of suspense in marketing
Cameron Russell, Head of Marketing at Marketreach talks Halloween: a time when the nation dresses up and heads out into the night in a quest for sweets, or otherwise snuggles up in front of a scary film.
Why stills still move
Susie Babchick, Photography and Art Consultant at RSA films, explains why, despite the apparent dominance of video in today’s TikTok terrain, the single, still image is powerful, relevant and set to endure.
Why we can’t escape the zombie: Advertising’s undead achievements
As Halloween shuffles towards us, tapping on our doors to get to the tasty treats inside, Park Village's New Business Director, Chris Baker, examines the enduring appeal of the zombie and how advertising has used these undead death-walkers to its advantage.
The ultimate digital detox... and other unexpected benefits of packaging
In an age dominated by screens, packaging offers brands a rare moment of real-world connection; a tangible touchpoint that builds trust and recognition. Adam Swan, Creative Partner at Derek&Eric makes the case that packaging isn’t an afterthought, but the most powerful expression of a brand’s identity in the physical world.
Prime time is over. Participation is in
Shared screen experiences are largely a thing of the past, but that doesn't mean shared experiences themselves are gone. Manuela Mesrie, Executive Producer at UNIT9, explains how the collective moment has just shifted medium, and how television can still be a part of it.
When the ad break ends, the Christmas story continues outside
Christmas is coming, which means a deluge of festive TV ads is on the way. But, says Jennie Roper, Head of Intelligence at WPP Media OOH, TV spots aren't the only way to a shopper's heart, because once viewers turn the TV off and get onto the street, out of home advertising continues to impact.
From picturesque pints to Twin Peaks fandom: The era of post-TVC creativity
As advertising splinters across platforms and moves beyond the traditional TV commercial format, every frame has to earn its place. Born Social’s Barney McCann argues that it's engagement, rather than polish, that defines modern craft.