_Editorial Archives

Hello AI Dramas and Gadgets that Talk, Bye-Bye Productivity Bottle Necks

As with all technological revolutions, it’s the early adopters – those prepared to embrace generative AI and LLMs to supercharge their products and services – who will benefit most.

Data Privacy Day: How Can Ad Land Keep Its Balance in 2024?

Amid the loss of third-party cookies and rising consumer concern about online data usage, the industry faces an urgent need to evolve long-entrenched processes. But what does that look like, and where should they focus first?

What Marketers Should Know About the Age of Constant Consideration

There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.

Digital Tools and Technologies for B2B Lead Generation

It doesn’t matter whether your company is established or just starting—the tools at your disposal are powerful enough to get the results you want. So why wait?

The Only Prescription Is More Cowbell. Music Makes Advertising More Creative—and There’s Data to Prove It

Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”

The Intersection of Search, User-Generated Content and Influencer Marketing

We are, definitively, in the first moment in which the way we search for information across the internet is drastically changing. Google and Bing aren’t the sole options for finding what you’re looking for any longer.

What National Advertisers Can Learn From Local Advertisers in Times of Uncertainty

It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.

How to Leverage Pop Culture to Create Social Media Content That Captivates and Converts

In an increasingly crowded and fast-paced social media landscape, leveraging pop culture in your social media content can be a powerful tool to help you and your brand stand out from the competition.

The Case for Brands… and Why We Need Them Desperately

There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.

The Art of Ignorance: Brands Must Look First, Ask Questions Later

As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.

All for One! How Accessibility Unlocks the Secret to Radical Innovation

A new chapter of user-centred innovation is here, and it’s all about going beyond the average and expected.

AI vs. Human-Generated Content: A Data-Driven Look at Which Resonates Best with Consumers

The future of content isn’t a binary battle between robots and humans; it’s an intricate tango where both partners bring their unique talents to the floor.

2024: A Year for New Year Revolutions

In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.

The Top Five Transformational Marketing Trends Converging in 2024

Consumers will come to expect more individualized attention and curation from brands, whether digitally or IRL, in 2024. The companies that anticipate these trends and take bold action to eclipse consumers’ expectations will thrive.

As the UK Government Backtracks on Net Zero, It’s Time for Advertisers to Step Up

The recent King’s Speech is now the bellwether for anti-climate prevarication, and for advertisers, it hammers home the need to push in the opposite direction; and aim even higher in creating the reductions we need.

Pushing Sales Higher — What Cannabis Brands Should Consider When Seeking Celebrity Endorsements

Though it was previously believed that celebrity endorsements had a limited impact on cannabis sales, the reverse appears to be true. Celebrity marijuana brands seemingly outsell brands with less star power,

Reasons to Be Cheerful in 2024

Unless you spent 2023 hibernating under a rock you’ll know that it was a big year for AI – entering the mainstream and hitting the headlines. And 2024 is set to be even bigger.

Emotional Targeting in Content Marketing: Leveraging Psychographic Segmentation for Audience Connection

As marketers, truly knowing our audiences sets us up for success. But to make an emotional connection, we must move beyond superficial traits and demos. We need to uncover the inner drives shaping behaviors and decisions.

Redefining Transparency in the Ad Industry

The tools to create a more transparent, ethical, and trustworthy industry are here – and they are actionable and easy to use.

Have a Holiday Boom, Not a Holiday Glitch

Multiple systems means multiple points of failure, and often a heavy investment in staff to get individual programs to talk to each other, share data and so forth.

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