the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
DLMDD co-founder Sascha Darroch-Davies cocks his ear to the tunes soundtracking this year's holiday ads and shares his occasionally acerbic audio analysis.
How brands can tap into fandom to get ahead of the game
Gaming is a huge business, with an equally huge audience of engaged and passionate fans. So, says Fabio Tambosi, SVP of Marketing at ESL FACEIT Group, brands that aren't exploring this immense fandom are missing out.
No budget? No problem; how AI is levelling the playing field
Big ideas, big stars and big productions have been the sole preserve of big budgets since the dawn of advertising. But, says The Moon Unit, with the advent of artificial intelligence, technology is now allowing Goliath-like ideas to be made by David-sized budgets. Can AI strike a blow for equal creative opportunity?
B2B creativity is dead, but it’s not too late to revive it
While much of B2C marketing is awash with creative thinking, Tom Baker, Chief Creative Officer for &Above, believes B2B advertising has become too dependent on data, putting it on creative life support. But, he tell us, there's a way back if brands open their arms to emotion.
ThemagicofChristmas:Acelebrationof2024’sfestiveadverts
The art of the brand comeback
Nick Vaus, Co-Founder and Managing Partner at agency, Free The Birds, explores how brands that have lost their way can revive a legacy with the skilful use of nostalgia and creative connection.
Beyond Barbie: how should brands approach movie partnerships?
From the disastrous Wonka Experience to the buzz surrounding the upcoming Wicked movie, five creative leaders discuss how the Barbie movie's success has reshaped the way brands interact with new film releases.
Rekindling fan magic; what brands can learn from the Shrek legacy
Getting to the top is hard, staying there is even harder, especially when you're off grid for 16 years. So, asks Matt Michaluk, ECD at Household, with the announced release of another instalment of the Shrek franchise, can Dreamworks' green ogre rekindle the magic, and what can brands learn from his attempt to do so?
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SellingSanta:thechallengeoffestivemarketing
How to build blockbuster branded entertainment
With two hit movies already under its belt, LEGO is no stranger to branded entertainment. But, with the release today of Piece By Piece, about Pharrell Williams's life and career, the brand continues to show how to build an entertainment empire, brick-by-brick. Here, Dan Wood, MD of EssenceMediacom’s Creative Futures, examines how other brands might be able to do the same.
How brands can spread a message of yuletide unity this year
'Tis the season to be merry, but should we also be thinking about cultural inclusivity? Guy Bradbury, Creative Partner, M&C Saatchi UK posits the idea that marketers and brands could consider the importance of bringing all faiths and ideologies to the festive table.
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