The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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The World Cup is upon us and, for households around the world, so too is the tradition of Panini sticker albums. But with Panini set to lose it's fifty-year-old license after 2030's tournament, Christina Miller, Chief Social Officer EMEA at VML, looks at the changing nature of collecting and what it means for marketers.
TV’s comeback: Small brands, big opportunities, immediate results
Despite the continued growth of social media platforms and the fragmentation of media budgets, TV is still king when it comes to viewing time. Andreas Ohlbach, Head of Client Services at Transmission, believes that even smaller brands can successfully put their trust - and their money - on the screen.
The ad of God: Five principles to help win advertising's World Cup
If you're an England fan, you might want to look away now, because Ariel Abramovici and Bruno Acanfora, CCOs at GUT Los Angeles, brilliantly, but somewhat bruisingly for Three Lions fans, dissects Maradona's two goals against England at the 1986 World Cup and equates them to how brands should approach the world's biggest sporting event.
Prompt vs perspective: Cannes Lions and the war for creative authority
AI has flattened craft, shifting value from execution to judgement. The Moon Unit believes that, this year at the Cannes Lions, the industry will be forced to decide whether creativity is defined by what can be made, or by what’s truly worth making.
When it comes to playfulness, joy pays dividends
World War Seven Managing Director and Partner, Sloane Skala, believes that the atmosphere on a set, the camaraderie and the joyfulness, leaches into the work. If you're attempting to make a comedy spot but things are tense and clients are anxious, building playfulness into the whole operation lights the fuse for creativity.
In order to win, brands need to recognise that the World Cup is a different game
With the FIFA World Cup kicking off today, Kerel Cooper, CMO at MarketCast, looks at the opportunities for brands and why football's greatest show is a huge opportunity for the brands that know how to approach it.
The highest level of creativity is play
With too many layers and too much conversation, the art of play with advertising has been lost. MakeMake Founder Angus Wall says the industry needs to relearn the ability to enjoy itself.
From viral moments to meaningful action: What brands miss after a spike
After a newsworthy moment or social media blow-up, quick, effective and creative responses are some brands' bread and butter. But, says Kim Martin, Executive Creative Director at Flourish, those same brands' customer relationship management approach doesn't always match up.
Will AI rescue advertising creativity?
A recent article by Andrew Lang about the potential threat to filmmakers from AI caught director Andy Lambert's attention. Some elements he agreed with, but others he felt less sure about. Here, he explains why he believes AI has the potential to herald a creative renaissance in advertising.