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the Insight

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

Fredrik Borestrom by Fredrik Borestrom on 13th November 2019

The battle between Big Data and pure brain power is an ongoing one. But here, Fredrik Borestrom, President of the IAA, UK Chapter, argues that it's an unnecessary battle to fight.

6th Nov
Get creative: levelling up your in-game advertising

Get creative: levelling up your in-game advertising

As we kick off this month's special Tech Focus, James Draper, CEO of specialist gaming agency, Bidstack, looks at the ways in which in-game advertising could achieve higher scores.

1st Nov
Why one-off Christmas commercials are not always crackers

Why one-off Christmas commercials are not always crackers

Fergus Hay, CEO and Partner at Leagas Delaney, is awaiting the flurry of festive ads with a feeling of trepidation at their lack of long-term branding. Here, he argues that brands need to build for more than just Christmas.

31st Oct
How to... design for the future

How to... design for the future

For our Automotive Focus (and neatly leading-in to next month's Tech issue) Marti Romances, CD and Co-Founder of Territory Studio in San Francisco, discusses the future technologies and interfaces that will eventually make the car of the future, and how designing for science fiction features films could inform it.

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Can’t buy my love: Why it's time for a revolution in car marketing to women Can’t buy my love: Why it's time for a revolution in car marketing to women
30th Oct

Can’tbuymylove:Whyit'stimeforarevolutionincarmarketingtowomen

Pink it, shrink it, or ignore them all together; it's 2019 but car marque’s still treat women as if they are a niche audience. Nicky Kemp, Managing Editor at BITE, asks why motoring is too often seen as a man's game.

28th Oct
Arrows chairwomen shoot from the hip

Arrows chairwomen shoot from the hip

The co-chairwomen of the British Arrows discuss their experience so far of heading up the prestigious British event, and reveal some of the plans for how the Arrows will evolve.

25th Oct
How BMW's The Hire ushered in a new era

How BMW's The Hire ushered in a new era

Nearly 20 years ago a car campaign changed the playing field not just for the automotive sector but for advertising as a whole. Joel Meadows revisits BMW's The Hire to examine the tread marks it has left on the industry.

23rd Oct
​Real-time image creation: A new wave of experiences for car buyers

​Real-time image creation: A new wave of experiences for car buyers

With the landscape changing for the automotive industry, how are car brands using creative technology to entice potential customers? Saddington Baynes' Chris Christodoulou explains...

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Electric cars will put design in the driving seat Electric cars will put design in the driving seat
14th Oct

Electriccarswillputdesigninthedrivingseat

Jim Prior, Global CEO of WPP brand agency Superunion, examines how the electric car will herald a revolution in car design and position it as the battleground for car brands.

11th Oct
Nothing to see here: Why invisible cars are the ultimate VFX

Nothing to see here: Why invisible cars are the ultimate VFX

Big Buoy MD, Colin Sumsion, discusses why good VFX should go mostly unseen when it comes to viral car ads.

9th Oct
How to... survive a car shoot in extreme conditions

How to... survive a car shoot in extreme conditions

Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!

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