_Editorial Archives

Group Black: Culture in Cannes

It is no secret that traditionally, the Cannes Lions Festival of Creativity has exhibited a lack of diversity. So, in 2022, Group Black set out on a mission to change that. And 2023, they returned to the festival on a mission to bring even more inclusivity to the beach than ever before.

Get On Board with GA4 Now: Marketers Must Act Swiftly to Uncover Data Insights for Informed Decisions

With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4.

When Life Needs and Escape Button, We Can Be the Antidote

By leaning into comedy, into creativity, our industry has an opportunity to drive the direction of culture, something that advertising, at its best, has always done.

Understanding Complex Hispanic Audiences With the Right Marketing Research Approach

Hispanic Americans represent a real and growing population of consumers and developing marketing, advertising and messaging that speaks to their unique needs can improve your overall customer portfolio, and if done well, your bottom line.

Consumers 50-Plus Are Online Like Never Before. Here’s How Marketers Can Reach Them

The success of your digital campaign among 50-plus consumers will depend not only on efficient targeting and a compelling offer, but mobile-friendly design and a seamless transaction mechanism that makes buying a breeze.

Why It’s Important for Creators to Diversify Platforms to Strengthen Audience Resilience

With constant shifts and changes in social media, creators face challenges when they over-rely on a single platform for showcasing and monetizing their talents.

Beyond the Screen: Why Brands Should Collaborate With Gaming Creators ‘Away From Keyboard’

For brands, there is always an opportunity to explore partnerships with prominent influencers in the gaming space, providing they allow the creators to remain true to themselves and their audience.

Beyond Conventional Briefs: Maximizing Agency Potential Through Challenge-Focused Briefing

A challenge brief is like an equation. It should be formula based and methodical at every step of the way. Internal and external perspectives must be considered to work through the challenge to find the solution.

We All Lose in the Race to the Bottom With Agency Fees, Especially Brands

Today’s media and advertising fragmentation make data, technology and services more essential than ever before, and by leveraging the industry’s collective data-driven expertise, alongside respect and commitment, agencies will usher in a new chapter of agency-brand partnerships.

Closing the Innovation Gap in Ecommerce

To effectively close the innovation gap in ecommerce, we need to recognize that we can’t do it all alone.

Why Now Is the Time for Retail Banks to Invest in Innovation and New Brand Purpose

Given the crucial role the banking industry plays in the lives of the nation, surely there needs to be different business models where banks profit with their customers.

The Powerful Role of Advertisers in Creating Good Growth

The power of brand to influence consumer behaviour is well acknowledged, but how can advertisers help their clients tell compelling and evidence-based stories to encourage people and businesses to make more sustainable choices?

Farewell Tedious Tech: A Four-Point Manifesto for Redesigning Work in a AI Native World

Now, more than ever, brands can get closer to what employees want; using personalised tech as their lever into talent retention and supercharged productivity for tomorrow’s world of work.

How Do Brands and Agencies Best Align Through an Agency’s Life Cycle?

We used to walk into pitches against the global networks feeling self-conscious about our size and maturity. Now, it’s a status we’re proud of.

Embrace Change: Concrete Steps to Surmount Obstacles to a Better Media Mix

If you can blend relatively basic KPIs with a nuanced understanding of your approach to investment, you’ll have a great fundamental base for your marketing.

Why Brands Need to Rethink Their Creative for Digital Out-of-Home

OOH has always been viewed as a bold, splashy channel that makes a big impression and that perception is now enhanced thanks to the inclusion of relevant, real-time data.

Overcoming CTV’s Biggest Challenge

Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.

Why a Balanced Tech/Human Approach to MarTech Is Key to Reducing Waste

Marketing shouldn’t be mentioned in the same breath as the air travel industry when it comes to waste—it’s a “bad look,” to say the least.

How to Leverage AI to Retain Customers and Grow More Effectively

Ultimately, AI-powered insights are about driving performance for brands, and there’s never been a better time to take advantage of these capabilities.

Why Brands Should Embrace Women’s Sports—and the Rise in Popularity—Stateside

Women’s sports have steadily gained popularity with a significant increase in viewership across a variety of leagues and tournaments on a global scale.

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