BRAND LOVE SCALES—SO STOP SETTLING FOR BEING LIKED

29. 7. 2025 Here’s the brutal truth: Being liked by your customer isn’t enough. It never was.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

REPRESENTATION MATTERS: LESSONS FROM INCLUSIVE TV ADS

4. 2. 2025 TV is a powerful force for social good, and inclusive TV advertising has the power to shape the cultural landscape, to enlighten and inspire, and to help create equity. Positive and authentic representation of diverse communities in advertising can challenge stereotypes and help remove prejudice by driving familiarity and acceptance.

WHAT VALUE ARE YOU CREATING FOR YOUR CUSTOMERS?

31. 1. 2025 Creativity has a pivotal role to play in value creation, but today we need a broader definition of creativity – one that enshrines the belief that “it’s only creative if it creates value” and views the whole brand through the lens of customer experience. Why value matters Customers are the life blood of a business. Creating more valuable experiences for customers creates more value for brands. With this in mind, customer experience should not be a siloed discipline; it should actually be the lens through which everything is viewed. In context Negative customer experiences are on the rise, so much so that one of the words of 2024 was “enshittification”, a term coined by Cory Doctorow to explain the demise in quality experiences, particularly in the digital realm.

TV IS ENTERING A NEW ERA OF INTERACTIVITY

30. 1. 2025 With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

WHAT WILL BE THE IMPACT OF AI DEVELOPMENT IN THE MEDIA? JOSEF SHLERKA’S PREDICTIONS FOR CIF 2024 WERE DARK

11. 12. 2024 Ironically, according to Josef Šlerka, Google or Seznam are today a great friend of journalism. When they stop penalising AI-generated content, they will raise the floodgates of overproduction, in which it will be even more problematic to distinguish between false and true news. Explore the not-so-favorable scenarios of how the AI boom may affect the state of the media and society as a whole.

GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG

7. 12. 2024 The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they love TV.

INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

29. 8. 2024 In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth. We all know how complex the media landscape is. When commercial TV was a one- or two-channel affair, with no competition from the internet, there was a highly bankable relationship between ad investment, audiences, and the likely ROI for running ads on TV. Now, everyone is a TV channel (more or less). There is a clash between internet users and TV audiences that is in no way helpful to marketing investment planning. Luckily, there are armies of measurement vendors on hand to help marketers better navigate these waters.

MANY OF MY FRIENDS DON’T OWN TVS, BUT THAT COULD CHANGE SOON

16. 6. 2024 Gen Z wants TVs to function more like their phones. How can TV makers innovate to compete for young consumers' attention?

IT’S ALL TV: STOP SILO-ING IT BY DELIVERY METHOD

22. 2. 2024 Dave Morgan reflects on how we currently view the world of television and total video.

GET IN LINE: WHY 2024 WILL BE THE YEAR OF LINEAR

16. 2. 2024 This year, the pendulum will swing back towards talent from technology as this industry rediscovers what made it special, writes the editor-in-chief.

HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES

2. 2. 2024 EssenceMediacom’s strategy chief reveals new research into media channel signalling strength.

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly.

WILL SELF-SERVE GET SMALL ADVERTISERS TO EMBRACE TV? (WOLK)

21. 1. 2024 The television industry has come to realize that there are millions of small companies that could be running television commercials but are not.

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.

THE FUTURE OF TV: RE-SHAPED, RE-DEFINED, AND STILL RELEVANT

30. 12. 2023 Industry leaders explore the future of television.

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year.