The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Creativity always needs passion and sometimes needs pain. So, says Geoffrey Chang, Creative Lead at eight&four, if we forgo the pain of that creative process in favour of artificial intelligence, if we don't suffer for our art, our very pride is at stake.
Asking for help in the age of AI
Technology has always been able to provide answers, often more quickly than people can. But, asks Michelle Craig, Founder of UNIT9, with AI becoming more and more prevalent, are we too quick to turn to it rather then the people around us, and if so, at what cost?
The McDonald’s Netherlands AI ad was pulled and, honestly, it's the correction the industry needed
Toby Walsham, Founder and CEO of Made By Humans, dives into how the rush into AI has exposed deeper creative issues.
From Keira and Joe to dolls and dinosaurs: Who won Christmas?
Algy Sharman, Chief Creative Officer of Joint London scours the big brand’s 2025 festive spots looking for festive feels, freshness and good use of holid-AI.
Doom Earth: How advertising's timeline was ruptured
This isn't the world we were meant to be living in, and advertising has suffered because of it. But can we get to a place where creativity reigns, and what was the 'sliding door' moment that knocked us off course? It's a bold theory, but Chris Baker, New Business Director at Park Village, thinks he knows what happened, and Will Smith is at the heart of it.
Why Christmas ads work best when they live beyond the TV
While our TV screens fill up with yuletide films of varying quality, the brands who are winning Christmas's commercial battle, says Sammy Carrick, Creative Director at Coolr, are the ones that have also considered the screens in our pockets. He picks his top five festive social campaigns.
Beyond the screen: How immersive experiences capture our craving for connection
With TV audiences fractured and attention spans falling, how can you capture hearts, minds and affection in 2026? Cat Botibol, Business Development Director at Studio Secret Cinema, argues that immersive experiences and nostalgic recollections is the way forward.
How Clarks has managed to stay on the front foot for two centuries
It's often said that getting to the top is the easy part; it's staying there that takes the effort. If you're a brand, you might want to follow the footsteps Clarks shoes, says Alex Taylor-Smith, Director at children’s media specialist Generation Media, because it's won the hearts and minds of generations of people.
Hilarity or calamity? A comedian’s view of this year’s Christmas commercials
Award-winning British comedian, actor, writer and star of Mock the Week, Have I Got News for You, Pointless and more, Ria Lina casts her star-rated chuckle-ometer over this year’s Christmas ads.