the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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Brands have long sought to crack the code of gaming and reach those spending time in a place where marketing is still scarce. But as much as this community represents an opportunity, it also represents a significant challenge. Stephen Whelan speaks to brand leaders and gamers about relevance, authenticity and the quest to add gaming experiences.
Art directors; AI won't brush you aside, but it will paint a new picture for your role
Artificial intelligence will usher in many changes to a creative's role but, says VJ Anand, Executive Creative Director EMEA at VaynerMedia, change should be embraced, not feared.
Dawn of the dinosaurs: will AI kill off young creatives?
Dave Billing, ECD at Fold7, explores how AI could be stealing the less-than-glamourous jobs that help designers and creatives learn their craft.
Ad Infinitum: will machine learning change the industry forever?
As AI and its capabilities drive everyone to distraction, Tim Cumming stamps on his shattered ChatbotGPT plugin to talk to studio heads across the creative spectrum to discover how and where it is already being used, and what could be in store.
TheageofAIsthetics
The allure of IRL – is Gen Z meh about the metaverse?
Brands may be curious about the impact of the metaverse and web3 tech, but just how much does the younger generations care? Sinead Lambe, Associate Director of Communications at Gen Z market research platform Imagen Insights wonders if these virtual realities have taken the world by the storm they were predicted to.
Sounding it out: The future of sound design in the wake of AI
Rich Martin, Head of Sound at Absolute, has been listening out for the disruptive explosion ignited by artificial intelligence as it lays waste to the creative sector. But that noise hasn't been heard, and he explains the reasons it might never be...
I have a cunning plan; Blackadder's guide to fostering long-term brand loyalty
With Blackadder recently celebrating its 40th anniversary, Matt Michaluk, ECD at Household, looks at how Edmund, Baldrick et al managed to engender long term relevance and devotion from a relatively short running show and how brands might do the same.
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WeirdScience:mixedmediaintheageofAI
Why the children of the metaverse need a safe space
Generation Alpha is growing up with - and benefiting from - the metaverse as part of their daily lives. But, says Lucy McMullin, Strategy Director at EssenceMediacom, with these benefits also comes risk.
The actualities of virtual production
There are misconceptions about the realities of working with unreality – Stephen Barnes, Founding Partner and Creative Director at marketing and content agency Collective, outlines the pros and cons of VP.
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Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
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