The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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With the FIFA World Cup kicking off today, Kerel Cooper, CMO at MarketCast, looks at the opportunities for brands and why football's greatest show is a huge opportunity for the brands that know how to approach it.
The highest level of creativity is play
With too many layers and too much conversation, the art of play with advertising has been lost. MakeMake Founder Angus Wall says the industry needs to relearn the ability to enjoy itself.
What cycling 1,000km across the Alps taught me about leadership
As this year's Fireflies cyclists prepare for the arduous ride into Cannes, Amy Coomber, Chief Creative Production Officer at Neverland, reflects on her inaugural ride in 2025 and the lessons she learned about ambition, resilience and teamwork
From viral moments to meaningful action: What brands miss after a spike
After a newsworthy moment or social media blow-up, quick, effective and creative responses are some brands' bread and butter. But, says Kim Martin, Executive Creative Director at Flourish, those same brands' customer relationship management approach doesn't always match up.
Gaming the system; Advertising's state of play
Advertising is famously a long-hours culture, where the work is king. But behind the work, the creativity, inspiration, innovation and improvisation necessary to achieve best-in-class results depends on the impish, unruly spirit of play.
The shots Podcast: Best Cannes Lions Grand Prix... ever
The latest podcast face-off sees Co-Editors Danny Edwards and Jamie Madge attempt to distil 70+ years of roaring success into a sprightly top five.
The future is here, and it's human
Talk of AI and its impact on the industry often centres around filmmakers but, asks director Andrew Lang, what about audiences? If, now, "the cost of producing empty spectacle is zero", does that spectacle itself become worthless? Lang believes that filmmakers must look at what AI can do, then do the opposite.
From framework to fame: Four ways to build voice that works
What a brand says is important, but so too is who says it, and how. Kim Aspeling, Lead Voice Specialist at MassiveMusic, looks at the ways in which brands get their messages across, who delivers those messages, and why voice is so important.
Why Gen Z’s offline habits are starting to shape spending
While younger generations aren't exactly ditching their smartphones completely, they are embracing a more tactile and disconnected approach to some areas of life. Emma Thompson, Head of Agency at Golley Slater, look at why.