The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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It’s spooky season, so Co-Editors Danny Edwards and Jamie Madge explore advertising’s haunted house for a top five scary spot face-off.
Putting menopause on the production agenda
For October’s Menopause Awareness month, the APA and Sorcha Shepherd, EP at Caviar London, have released a draft menopause policy for production companies. Here, Shepherd explains why they created the template and how they hope members will implement it.
You can't design a place that you need to Google
When you're designing a city's identity, how important is local knowledge? Very, believes Liam Edwards, Art Director at AgencyUK Bath. Which is why he thinks local agencies should get a chance to tell the story of their towns and cities.
Music should build the brand, not just the campaign
Most brands recognise music's emotional power, yet too often treat it as one of the last decisions in the creative process. Brian Berger, Founder and CEO of San Vito Agency, explains why brands should treat music as a strategic asset rather than simply another line item in the production budget.
From product placement to creative partnership: The new age of branded entertainment
Having your brand or product appear in a film or TV show might be great but, says Amy Gardner, Founder of Finite Films & TV, the new landscape of branded entertainment can allow those brands to have much more creative control.
How the art of film can make the unseen seen
Beast Films director Lawrence Jacomelli considers how cinema can represent the reality of our internal psychological worlds without directly depicting them.
Gen when? We shouldn’t be put in a box until we’re dead
Labels can be helpful, but has the marketing industry relied too much on the homogenous definition of people? Paul Domenet, Creative Strategic Director at Free The Birds, believes so, saying that advertising's reliance on generational distinctions is doing more harm that good.
Nike & Mbappé: Visibility versus distinctiveness
Nike can claim to dominate sports branding with former athletes like Michael Jordan and Wayne Rooney and current stars such as Erling Haaland and Shelly-Ann Fraser-Pryce all brand ambassadors, but, asks Sam Pittman, Creative Director at Butterfly Cannon, with Kylian Mbappé leaving Nike for relative athletic wear upstart On, are times changing, and is visibility as powerful as distinctiveness?
Filming reality in an age of fake feelings
After two decades in advertising, filmmaker Christopher Theodore moved into documentary. Here he explores the uneasy relationship between unscripted and fiction and what it means to claim an image is real in an age when almost anything, including emotions, can be fabricated.