Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
Thanks to platforms like TikTok, food advertising is changing and, as we take a first bite out of this month's Food & Drink Focus, Sarah Oberman, Co-Founder & Strategy Partner at The Or, says that as long as brands can embrace a new approach, it can be a recipe for success.
The aim of both films and brands, says Matt Michaluk, Executive Creative Director at Household, is the same; to create something that fulfils fans. Here, he explains how advertisers can create memorable experiences that will put their name up in lights.
In a world full of watching, playing, listening and swiping, can advertising compete? Andy Fowler, Founder & Chief Creative Officer at Brothers & Sisters, believes it can, as long as the industry opens its arms to culture.
With last year showing us that paid content is on its way out, and a more organic version of social is making a comeback, Christina Miller, Head of Social at VMLY&R, says brands will need to shift their social strategies to stay relevant. But how can they offer consumers the authentic experience they crave? And what are the costs of social platforms trying to imitate their more successful competitors?
Whether it's on TikTok, Twitter or television, storytelling is at the heart of advertising. Margaret McGovern, Executive Creative Director of Boathouse, examines the key aspects of an engaging story.
With the creator economy estimated to be worth over $104 billion, and with 'creators' supplanting the more traditional 'influencers', shouldn't brands be keeping up? Charley Sutton, Director of Video at Jungle Creations, thinks so.
Often bundled together as, simply, 'social media', Anthony Macro, Head of Display, Video & Social at Croud, argues that Facebook is not like TikTok is not like Instagram... That being the case, shouldn't marketers approach each platform differently, and with more precision?
Despite the financial storms that lay ahead, Paul Wright, General Manager, Western Europe & MENAT at AppsFlyer, believes there are reasons to be cheerful, offering five ways the industry can thrive in the year to come.