The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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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.
Snapshots - Kerry Tucker, Virtue
shots Co-Editor Jamie Madge talks to Virtue Worldwide President Kerry Tucker about branded entertainment, client nerves, toy catalogue diss tracks and why a great idea should never depend entirely on getting the talent.
Gen Z isn’t failing the creative industry, it's the other way around
Larisa Wong, Creative Strategist at Anomaly and Chair of the Brixton Finishing School Alumni Board, argues that the industry is currently failing the next generation of creatives. She says that rather than asking them to jump through endless hoops, or evaluating new talent through an outdated lens, the industry should be adapting to them.
Is it game over for performative sponsorship in women’s sports?
Katie Mitchell, Managing Director at Seen Studios, argues that while we’ve seen spectacular audience growth in women’s sports, brands need to catch up with the opportunities for cultural change that this shift brings.
The long and short of it: What The Odyssey teaches marketers about attention
Following the recent, hugely successful release of Christopher Nolan's The Odyssey, Dan Wood, SVP Sport and Entertainment at WPP Media, examines why short doesn't always equal sweet.
The craft crisis: Why creativity’s future belongs to the brave
After a simple call for freelance producers generated hundreds of responses, many from agency staff desperate for a way out, Nikki Weiss-Goldstein asks what the industry is losing as production becomes increasingly operational, disconnected and risk-averse.
What do the world's most valuable brands have in common?
Jed Hallam, Founder of CultureLab, believes that cultural relevance for brands is key, but he's never been able to prove it; until now. Backed by a new data-driven study, Hallam argues that if you're going to build a brand, cultural relevance is crucial.
How agencies can help ADHD creatives thrive
Dillah Zakbah, Deputy ECD at Fold7, suggests that as adland is an industry that seems to lure neurodivergent individuals, how can it best support their chaotic, curious, ever-creative brains.
Cannes proved AI needs filmmakers more than filmmakers need AI
After a Lions where AI dominated the conversation but not the winners list, Human Theory Films co-founder Emma Raz argues that the future belongs to filmmakers who understand the tools without mistaking them for the craft.