_Editorial Archives

There Are 15,000 Martech Tools. So Why Do Half of Buyers Have the Wrong Ones?

Martech buying needs to get back to the fundamentals of what a market is supposed to do: connect serious buyers with qualified vendors.

Media Buying Is Autonomous. But That’s the Easy Part

The next phase of advertising will not be defined simply by who automates the bid best.

Marketing Momentum: Why Consistency Beats Campaigns in 2026

In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently.

Audio Is a Key Connection Point to Consumers, but It Remains Disconnected From the Rest of Media Planning

Consumers move seamlessly across environments throughout the day. Media plans should work the same way.

Who is Bobby Banana, the Dole Brand Mascot?

What do you know about the Dole Food Company mascot, Bobby Banana?

It’s Not Too Late: 2026 Fifa World Cup Advertising Opportunities

If there is one lesson I’ve learned running multiple ad campaigns in FIFA World Cups and UEFA European Championships is that it’s important to advertise early.

Three Protocols That Could Turn Programmatic Advertising Into an Agentic Marketplace

Much of the fragmentation that defines digital advertising today exists because humans are stitching together dozens of tools, intermediaries and data layers.

Disability Inclusion Should Be Built Into How Advertising Runs

Awareness months provide an opportunity to reflect on how the industry is evolving and where it can improve.

AW360 Q&A: Orange 142’s Barbara Burnett on Mid-Market Programmatic Today

Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn’t access to tools. It’s understanding what’s working, where spend is going, and how to act on it quickly.

From Identity to Intelligence: Why Collaborative Data is Marketing’s Next Competitive Frontier

The organisations that will thrive in the next phase of data-driven marketing are not necessarily those with the biggest datasets, but those with the most collaborative and privacy-focused approach to using and connecting them.

The End of “Good Enough” Content in the Age of Algorithmic Judgment

The brands that win in this environment will not be the ones producing the most content. They will be the ones producing the most distinct, credible, and contextually relevant content.

The New Battleground Is Being Cited, Not Clicked: Brand Authority vs. Domain Authority

AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible.

Every CMO Wants to Be a Challenger Brand. Most Are Fighting the Wrong Battle

The brands that win aren’t the ones with the boldest ambitions. They’re the ones honest enough to name their actual constraints—and ruthless enough to exploit them.

In-Store and Offsite: The Missed Opportunities of European Retail Media

An uneven focus on owned inventory means retailers are failing to maximise opportunities or accommodate the true nature of multi-media buying.

Unexpected Doubles: Serena Williams Returns to the Court as New Heineken® 0.0 Global Ambassador

A new campaign from Heineken® 0.0 has revealed Serena Williams as its new global ambassador in a multi-year partnership, seeing her step back on court to surprise unexpecting padel players.

How Marketers Can Stand out From the Inbox Crowd

As marketing strategies are constantly changing, brands should be focused on talking to their customers in a more personalized and meaningful way after their order.

Choice Overload Is Killing Marketing — Here’s What Actually Breaks Through

The next phase of marketing will be defined by who removes the most friction from decision-making.

AI Didn’t Break Your Operating Model. It Just Proved You Never Built One.

The question isn’t whether your brand is ready for AI. It’s whether your operating model is ready for anything at all.

The Marketing Skills Companies Keep Hiring for Too Late

Modern marketing is all about who has the most agile talent. By the time a performance gap is visible in your data, the opportunity to lead the market has already passed.

ChatGPT’s Rocky Rollout Shows Brands Shouldn’t Rush Into AI Advertising

The audience isn’t going anywhere. The targeting, measurement and self-serve tools will get built because OpenAI can’t scale a real ads business without them.

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