Opinions
Creatives defend Apple ad amid backlash
Apple’s latest ad for the new iPad pro has been panned online, but creative leaders don’t all agree with the pile-on.
Eight ways to leverage AI and optimise your marketing efforts
From research to copywriting to soundboarding ideas, AI's potential in boosting your content marketing endeavours is limitless, but knowing how and what to use is key. Senior global marketer Tyler McConville explains.
_3.png&h=268&w=401&q=100&v=20170226&c=1)
Don’t let your AI investment for advertising fall flat
AI is not a silver bullet; the tech’s capabilities, while incredibly powerful, are only effective if managed and implemented correctly.
When creator content goes mainstream
There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.
Why creativity remains at an all-time premium
The age of Gen AI might be here, but the era of creativity isn't anywhere near over, says Mirum's Hareesh Tibrewala.
Mixed-reality marketing: how AR can help future-proof brands
No longer an expensive add-on, augmented reality can now present a low cost and novel way to reach new audiences in a media saturated world.
.jpg&h=268&w=401&q=100&v=20170226&c=1)
Why otome is the new go-to for gaming collaborations in China
Like all simulation games, Otome offers a fantasy. The powerful appeal of that fantasy speaks to what many young Chinese women feel is lacking in reality: a sense of power.
.png&h=268&w=401&q=100&v=20170226&c=1)
How to fix the deprioritisation of DE&I
There’s much evidence that DE&I is moving down adland's agenda. But it doesn’t—and shouldn’t—have to be this way, says the chief executive of The Unmistakables.
Beyoncé's country pivot and lessons in fearless marketing
In the disrupt-or-die era, there is no space for marketers to fear failure. If your brand is strong, creative risks pay off. Take a cue or two from Beyoncé's masterclass in risky branding.
.png&h=268&w=401&q=100&v=20170226&c=1)
Want to be funny on social media? Don't appropriate culture
Allen & Gerritsen PR associate Tyler Brindamour urges brands to avoid appropriating inauthentic vernacular in their attempt to connect with audiences.
Gamers are not who brands think they are
From geeks to grandmas, the traditional gamer persona no longer holds true. So what does it mean for brands?
M&A rumour mill is buzzing as Publicis pulls ahead of agency pack
Speculation has created what one insider calls a 'febrile' atmosphere at the top of the agency sector.
Taking the entrepreneurial route: Lessons from a first-year founder
Starting a business is no easy feat, but it's one of the most fulfilling adventures you could undertake. Charu Srivastava, co-founder of TriOn & Co., reflects on her first year leading the business.
What are ChatGPT, Copilot and Gemini saying about your brand?
AI and the (near) future of brand reputation management, from Axicom’s Brian Snyder.
How to tackle data-driven customer experience strategy
It's never been more crucial to understand audience targeting, brand growth, and campaign success measurement. Yet, Australian businesses are lagging in the adoption of data-driven strategies, asserts RMIT Online's Anshu Arora.
Transphobic media organisations are alienating the whole queer community
As part of Lesbian Visibility Week, the movement’s director says brands whose adspend drives the culture wars should expect to be shunned by the whole LGBTQIA+ community.
.png&h=268&w=401&q=100&v=20170226&c=1)
What Swifties can teach CMOs about the internet
Marketers could learn a thing or two from Swifties’ understanding of the internet's machinations and willingness to learn more for the sake of their idol.
How Gen AI is changing customer support through email
Traditional ticketing systems are falling short of modern expectations. Businesses need to harness AI to refine their email strategies and deliver a seamless customer experience, writes Yellow.ai's Rashid Khan.
.jpg&h=268&w=401&q=100&v=20170226&c=1)
We all have a collective responsibility to make progress on sustainability
To mark Earth Day 2024, Matt Bourn and Sebastian Munden, authors of a book on the importance of sustainable advertising, warn that this is no time to stand still.
Formula 1 Shanghai: A watershed event for brand sponsors
With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
