Should brands bring advertising in-house?

The last few years have seen swathes of companies in-house their advertising functions, but what is the impact on creativity when your employees are working on the same brand, year in year out?

Why things are looking good for advertising

‘Our industry – the keepers of brands and imagery, the content makers and human connectors – has an incredible opportunity to lead the way forward’

Five mistakes marketers should avoid in 2019

The modern internet has provided the worlds of advertising and marketing with abundance, in terms of tools, techniques, data and possibilities. But while everything that's new has been embraced, time-tested strategies of the past are viewed as ineffective and boring. Marketing thought leader Tom Goodwin explores the need for balance, and what marketers should avoid this year and beyond

How you can make the most of podcast advertising

joe rogan recording his podcast in studio

As more brands grow wise to the potential of podcast advertising to reach engaged and dedicated listeners, is there a risk of an eventual over-saturation that will turn once-loyal subscribers off?

Advertising effectiveness vs. efficiency: what is important?

Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition

Brands struggle to make ‘woke’ marketing work

billboard with Colin Kaepernick on it

Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?

What does the future influencer look like?

Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios

Are Google and Facebook killing advertising?

phones with Google and Facebook on screen

Internet behemoths Facebook and Google collectively dominate the online ad market, so what chance do smaller businesses have in competing?