Opinions
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The unbearable cost of truth
As information retreats behind paywalls and attention splinters into subscription tiers, advertising faces its terminal paradox: We've made truth so expensive that soon, no one will be left who can afford to buy what we're selling.
Gen Z predictions for Super Bowl LIX
Influencers, pop culture and Taylor Swift still run the show, says Merritt Group’s Sofia Staub.
Should PR firms be using DeepSeek?
Dynamo PR's Peter Bowles test runs rival AI platforms to see which works better for PR.
DeepSeek: Accelerating the path towards AI inevitability
While DeepSeek's innovations won't directly impact marketers in the near-term, its ripple effects on AI development will greatly accelerate the permeation across the industry over time, writes Vincent Niou.
Woolley Marketing: Walking the line between evolution and alienation
Numerous holding companies, including WPP, Dentsu, and Publicis, are rebranding their agencies by shedding legacies. Darren Woolley asks would they advise clients to undertake similar transformations?
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How the industry can move past rhetoric to take on climate change
While major agencies and holding companies have floundered in their response to climate activists, a concerted communication strategy around carbon pricing could turn things around, says independent communications consultant Paul Mottram.
Stand guard: Protecting your brand from the hidden risks of AI
The traditional reactive approach to risk management is grossly inadequate for the age of AI-powered marketing, says Mediabrands Australia’s Geoff Clarke.
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Asian advertising braces for a trade war that may never come
No trade war? That's the good news. The bad news? China's economic struggles could still stifle Asian advertising growth, impacting sectors like luxury goods and automobiles, says analyst Ian Whittaker.
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Gen AI will have a profound impact on agency business models
With clients increasingly handling business-as-usual tasks in-house, agency profitability is at risk unless agencies redefine the value of their creative services, says brand and marketing consultant Andreas Moellmann.
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Following Trump's lead is a mistake. It's time for agencies to focus on climate
Just like you wouldn’t plan a picnic without considering the weather; agencies that try to plan for the future without considering climate change are risking disaster, says Clean Creatives' Duncan Meisel.
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Advertisers, it’s time to face facts. Because truth matters
Tech companies doing away with fact checkers is further proof of why advertisers must support journalism.
The great corporate pretence is finally over
From Meta's masculinity pivot to the mass corporate retreat from DEI, flexibility, and parity commitments, 2025 is exposing the friction between corporate values and valuations, revealing what happens when trust is deemed to have outlived its market worth.
Here's a thought: Bigger isn’t always better
As the industry grapples with the Omnicom-IPG merger, The Effectiveness Partnership's Warwick Cairns and Gurdeep Puri question why agency mega-groups seem intent on stifling creativity and extinguishing the very spark clients value most.
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Cindy Gallop calls for adland to wield financial power against tech giants
“Stop grovelling at Zuckerberg’s feet and start demanding what is deserved. We are the business model for the internet,” writes Gallop in an opinion piece for Campaign Asia-Pacific.
Why the CMO role has not got easier
With the expansion of the customer journey, CMOs are being asked to do considerably more than before—creative, research, brand strategy, CRM, social, PR and even HR.
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Meta's shameful conduct policy is a 'green light' for erasing queer voices
Meta has redrawn their boundaries of acceptable hate, and LGBTQIA+ people are no longer in the safety zone. Outvertising will no longer be working with them.
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One year on: Running an indie and the price of independence
"We were the same folks, the same award-winning team, just with a new name. But being indie was somehow synonymous with 'cheap' in the market. Seven lost pitches, six on price, it was a rude awakening," writes Moonfolks’ Anish Daryani.
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Why you shouldn’t ignore search everywhere optimisation in 2025
As the digital world fractures, savvy brands know that SEO is no longer about search engines—it’s about owning every space where audiences search. The head of SEO at GrowthOps unpacks the key trends redefining search in 2025.
Creatives pick 2024 work they admire—and are jealous of
Creatives reveal their standout campaigns of 2024 that ignited both admiration and envy, and the lessons these works offer about branding, storytelling, and audience engagement.
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Meta's fact-check fail is a threat to brand safety
The tech giant’s move to abandon fact-checking on its platforms could significantly affect brand trust and consumer perception, argues Danny Molyneux of Claxon.
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