Fergus McCallum, Chief Executive Officer at TBWAMCR, joins us to talk about the comeback of humor in advertising. We dive into why brands moved away from funny campaigns, how humor can tackle sensitive topics, and what it takes to make a joke land without backfiring. Fergus shares examples from his work and insights on how humor is connecting with audiences again—especially as platforms and Gen Z shape the future of advertising.
Conventional wisdom goes something like this: you produce a new piece of creative, you put media behind it, and over time the ad progresses through a predictable lifecycle.
AI may dominate the Advertising Week schedule, but Neala Brown, Global Head of Data, Measurement & Insights at Teads, wants to hear what happened after companies put it to work.
By Evan Rutchik, President & Chief Strategy Officer, Viamedia.ai The promise of digital advertising is that the wealth of signals would allow advertisers to deliver one-to-one messaging, tailored to the individual […]