Right-wing populist media may not have a scaled audience, but it still has influence. Charlie Makin examines what this means for advertising ahead of a record year for elections in 2024.

Media agencies should become more like management consultants , focussing on the ‘why’ rather than the ‘how’.

The downturn is an opportunity for the advertising industry to align more closely with clients’ business objectives.

As consumers’ budgets are squeezed further by hikes in streaming prices, brands need to think “radically” about opportunities to retain customers in addressable AV. 

We’re going to have to get serious about developing bespoke ads and marketing content for different media.

Start-ups are the same as any other brand in that they must meet a consumer need. But they need a better path to private equity-backed success.

Are we deluding ourselves about disruption when change is usually driven by incrementalism?

Local audiences are too often regarded as peripheral and unimportant to marketing activity, writes Charlie Makin – yet strategic investment in local communication can drive spectacular results.