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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Kelly Taylor by Kelly Taylor on 3rd December 2021

While diversity has been a hot topic in 2021 Kelly Taylor, New Business & Marketing Director at Creature London, believes that more needs to be done around the industry's social make up. And with 33% of people in leadership positions being privately educated, she has a point.

2nd Dec
The importance of being curious

The importance of being curious

It may have killed the cat but, argues Maja Radosavljević, Creative Strategist at The Frameworks, we need to embrace curiosity to unleash our creativity.

1st Dec CHRISTMAS 2021
Has anybody seen Kevin? How brands can extend Christmas through social

Has anybody seen Kevin? How brands can extend Christmas through social

Molly Tappin, Head of Branded Creative at Jungle Creations, says that popular characters like Aldi's Kevin the Carrot shouldn't be sidelined after Christmas and suggests that social media is a way of keeping them connecting to brands and consumers.

30th Nov
Where is the audience? Adapting branded content for maximum impact

Where is the audience? Adapting branded content for maximum impact

With consumers' attention focussed across a maze of online platforms, and engagement with brands fundamentally altered Travis Stevens, Director and Partner at Butcher Bird Studios, examines how branded content needs to change.

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How to turn insights into great creative How to turn insights into great creative
29th Nov

Howtoturninsightsintogreatcreative

Good strategy with bad creative and bad strategy with good creative both lead to the same thing, explains Sakiko Suga, Strategist at The Frameworks, a missed opportunity.

23rd Nov CHRISTMAS 2021
Fun, food and fantasy; the new Christmas ad rules

Fun, food and fantasy; the new Christmas ad rules

Jon Evans, CMO at System1, reveals what, according to the company's Test Your Ad platform, topped the Christmas advertising charts, and explains why the festive game may now have changed.

19th Nov CHRISTMAS 2021
Christmas ads 2021: the musical view

Christmas ads 2021: the musical view

Much like Santa, Sascha Darroch-Davies, co-founder of specialist sonic branding agency DLMDD, makes his festive round, giving us his view on the audio choices (plus some choice cutting commentary) of some of this year's festive campaigns.

19th Nov CHRISTMAS 2021
Is the blockbuster Christmas ad still relevant?

Is the blockbuster Christmas ad still relevant?

Christmas advertising, says Shirin Majid, Virtue's ECD, Europe, currently means tinsel, moments of magic and a tinkly, nostalgic soundtrack. But should it? She argues that the industry needs to find a new way to explore the holiday season and to engage a broader range of people.

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The Christmas ads and what they’re really saying The Christmas ads and what they’re really saying
18th Nov CHRISTMAS 2021

TheChristmasadsandwhatthey’rereallysaying

You may think festive ads are all about expensive gifts, overfed families and gaudy decorations but, says The Moon Unit, there are hidden depths to these Christmas confections that tackle human concerns such as the fear of isolation, the desire for freedom and meaningfulness, and our fear of death.

15th Nov CHRISTMAS 2021
The real winners this festive ad season are the voices that pushed for change

The real winners this festive ad season are the voices that pushed for change

Izzy Ashton, Brand Communications Manager at 180 Amsterdam, on how the most important people this Christmas ad season have been those who have created space for every face to be seen.

10th Nov CHRISTMAS 2021
Return to Santa; is Christmas back?

Return to Santa; is Christmas back?

Damon Collins, Founder of London agency Joint, looks at the how the fallout from the UK's Christmas - or lack of it - in 2020 might impact on this year's crop of Christmas spots, and examines what gifts advertising can give to help.

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