The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.
More Opinion articles
As women navigate personal and professional transitions, the concept of resilience takes on new meaning. It’s about setting a new precedent for success.
Studies suggest you shouldn’t go for 9am and Monday isn’t the best day.
Move away from “perfection” and start embracing change, implementing stronger employee value propositions and investing in the talent of tomorrow.
2024 looks set to be a year of consolidation in publishing, but it’s a short-term fix for a long-term problem: the digital publishing market is suffering from market failure, writes the editor.
We need metrics that are comparable on a like-for-like basis while recognising that no one single metric shows the best result.
The actions that the industry takes now will have big repercussions further down the line and, if you do nothing, don’t expect a happy ending.
What can politicians learn from influencers about how to reach younger audiences in a big election year?
With consumer attention in short supply amid a complex media landscape, the media and the message need to align better to cut through.
While Piers Morgan’s YouTube move could be an experiment for News UK, Tucker Carlson showed the dangers of unscrutinised content.