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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Sam Stark by Sam Stark on 7th February 2023

Spending millions of dollars to advertise in the Super Bowl isn't the only way to get your brand noticed. Sam Stark, Executive Vice President at 160over90, examines how some companies have embraced life outside of the big game to gain more than a little attention.

3rd Feb FOOD & DRINK FOCUS
Chew on this: what food marketers can learn from TikTok

Chew on this: what food marketers can learn from TikTok

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.

3rd Feb
What the Oscars can teach brands about building fandoms

What the Oscars can teach brands about building fandoms

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.

26th Jan
Upside-down advertising; a new spin on culture

Upside-down advertising; a new spin on culture

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.

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Why Reddit is the Swiss Army knife for any composer’s toolkit Why Reddit is the Swiss Army knife for any composer’s toolkit
17th Jan

WhyRedditistheSwissArmyknifeforanycomposer’stoolkit

While real-world mentors and in-person experts are invaluable, they're not always available. So, says Coke Youngblood, Composer at BUTTER Music and Sound, the next best thing could be Reddit. With a wealth of online insight, for a composer, it's like having an orchestra of scholarly opinions at your fingertips.

16th Jan
The state of social in 2023

The state of social in 2023

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?

13th Jan
Why story is still king in the creative world

Why story is still king in the creative world

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.

12th Jan
There’s a disturbance in the (social media) force; are brands ready for action?

There’s a disturbance in the (social media) force; are brands ready for action?

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.

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Why having ADHD makes me perfect to be a producer Why having ADHD makes me perfect to be a producer
10th Jan

WhyhavingADHDmakesmeperfecttobeaproducer

As a child, Lilly Alter, Creative Producer at Creature London, was sometimes cheeky, generally chatty and occasionally labelled disorganised. Far from those traits hampering her role as 'organiser-in-chief', they have helped make her a successful producer and, after recently being diagnosed with attention deficit hyperactivity disorder, she examines how it has impacted her career and what companies can do to be more inclusive to those with neuro-divergent conditions.

6th Jan
Brands need to love social media platforms for their unique features

Brands need to love social media platforms for their unique features

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?

5th Jan
It’s not all doom and gloom; five forecasts for creative advertising in 2023

It’s not all doom and gloom; five forecasts for creative advertising in 2023

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.

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