_Editorial Archives

Are Advertisers the New Content Moderators?

Misinformation isn’t just a problem for users anymore — it’s a branding crisis. As media platforms scale back moderation, advertisers are being forced into the role of risk manager—whether they like it or not.

Where Technology Meets Storytelling: How Amazon Ads Brand Innovation Lab is Reshaping Advertising

In this interview, McCagg shares insights on creating meaningful consumer connections, building seamless full-funnel experiences, and balancing technological innovation with authentic storytelling and performance benchmarks.

Are Marketers Missing out Due to the Evolution of Search?

Those who recognize the direction of search and begin adapting to the evolving landscape now will be well-positioned to lead the industry into this next wave.

The Beat That Brands Built: What the Roland 808 Can Teach Marketers About Sonic Identity

Before your brand ever said a word, it could have dropped a beat. Not just any beat — the beat.

Belonging: The Overlooked Metric in Brand Activation

What does it mean to create an activation that includes everyone? Ruth Mortimer, Global President of Advertising Week, shares her take and offers real examples to guide the way.

The Future Is Generative

This is a living, breathing playbook for those who see experience as a core growth strategy that generates tangible value for brands.

The Overlooked Challenge in Marketing: Making Your Survey Data Count

By Horst Feldhaeuser, Infotools In a world awash in data, it’s easy to assume that marketers have everything they need to make smart decisions. From clickstreams and customer journeys to CRM records and transaction logs, data flows in faster than ever. In fact, the volume of data created globally is now estimated at 402 million terabytes per day, and that…

6 Pillars that Should Define a Contextual Ad System

The open web has a chance to enhance itself. The question is, will advertisers demand a contextual solution that’s built for the future, or settle for one muddling in the past?

Rebranding Social Media: Hello, Scroll Media

We still call it social media, but the way people use these platforms today has nothing to do with being social.

As Video Trends Pick up Steam, TV’s Potential as an Advertising Channel Grows

While TV has traditionally been viewed as an upper-funnel activity, with the vast reach of broadcasters a perfect vehicle for driving brand awareness, thanks to these initiatives it is now fast becoming a full-funnel proposition.

What Retailers Can Learn From Metallica About Customer Acquisition. Hint: Nothing Else Matters

By realizing that “nothing else matters” besides new customer acquisition, identifying your ideal customer profile, and deploying proven tactics to acquire more such customers, retailers can ensure their brand’s success, now and in the future.

Bye Boomer: A New Workplace Dream Team Just Clocked In

With each generation having different wants and needs, only two stand out for getting along in the workplace, like a Boomer and their PowerPoint presentation. The two generations? Millennials and Gen Z.

Growth, Gaps and Growing Pains: What This Quarters Bellwether Report Really Tells Us

From creative and strategy to experiential and digital, here’s how key voices from across the industry are interpreting the latest findings, and what they believe marketers must prioritise to navigate the road ahead.

‘How Could It Know?’ the Jaw-Dropping Accuracy of Models Trained on Large Data

In practice, asking whether outcomes or media quality is more important is like asking an athlete to choose between winning the race and prior training. You can’t really have one without the other.

Why Real-Time Moments Are the Future of Media

Whether it’s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. It’s about resonance.

The $4.7 Trillion Miss: Why Brands Can’t Afford to Abandon the LGBTQ+ Community

During Converge @ Cannes, a group of brand, media, and advocacy leaders broke down why abandoning the LGBTQ+ community is not just a moral failure—it’s a catastrophic business decision.

Can Brands Heal? Deepak Chopra and Industry Leaders Call for a Mental Health Reckoning at Cannes

What role do brands play in shaping those emotions to begin with?

Burnout and Broken Systems: Can Brand Creativity Survive the Always-On Era?

The content arms race isn’t going away. But if brands want to thrive—not just survive—it’s time to rethink the systems behind the stories.

Cannes Lions 2025: The Rise of Emotional Branding

Whether it’s through purpose-aligned storytelling, wellness-infused activations, or simply giving people permission to breathe, the most resonant brand experiences this year felt human.

The Untapped App Economy: How Brands Can Capture Growth Beyond the Web

The evidence is clear: companies need to invest in apps as a way to own relationships with existing customers and grow user acquisition initiatives.

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