Opinions
How marketers can navigate the hidden costs of ad platform automation
Nasser Oudjidane, CEO and Co-founder of Tapper, explores the hidden costs of ad platform automation and shares actionable strategies to tackle budget waste and performance volatility.
Growth, business and the brand safety blindspot in live commerce
Acknowledging the potential and power of live commerce is a far different animal to understanding the platform and what the medium requires to ensure success, says Dominic Powers, independent brand advisor.
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Want to optimise your digital campaign? Add some good old print to the mix
“Print is being rediscovered as a premium channel… precisely because everyone’s eyes are glazed over from too many digital ads,” says Éric Blais in his latest Free to Disagree column.
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B2B marketing shouldn’t be caged—but is compliance killing creativity?
Most CMOs say that B2B marketing has grown in importance over the last year, but to truly harness its power for business growth requires a shift in perspective.
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In marketing, it is better to be interesting than right
Marketers should prioritise grabbing attention over being correct when making ads, even if it feels random or weird, says TBWA Melbourne's Zac Martin.
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It's not about keywords anymore, it's about AI visibility
As digital marketing shifts, brands must pivot from search engine optimisation to influencing AI systems like ChatGPT and Google Gemini, which now shape consumer perceptions, says Alfonso Asensio, MD of Jellyfish Japan.
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Why it's a great time to be an indie right now
Brands are searching for faster, nimble agencies that really understand the nuances of cultural behaviour.
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Too old for the party, too young to leave—the paradox of middle age in advertising
There comes a time when no amount of Adidas Sambas or Botox can hide the fact that you’re no longer the right person to give advice on micro-influencers. Alison McKinnon on the realities of ageing in advertising—and why she’s not done yet.
Why brands should stop posting PR briefs on LinkedIn
Rooster’s James Brooke cautions that tossing briefs onto LinkedIn is lazy and ineffective, besides being a poor look.
Why more brands are finally ditching the perfect-family trope
Perfect parents, perfect kids, perfect home—ads love the fantasy. But as diverse households become the norm in Asia, Quantum's Rayhan Wildan Ramadhani explores how clever brands are embracing new family dynamics through fresh storytelling.
Keeping the creative fire alive in a global network
Global chief creative officers weigh in on cultivating creativity without losing identity in a large agency network.
Will you still need me, will you still feed me?
While discussions around ageing within advertising tend towards the gloomy, Current Asia’s chief executive has some practical suggestions to address the challenge.
Brands are still measuring the wrong things—it’s time to fix that
Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
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The value of experience: Why adland must address ageism
The advertising industry's obsession with youth risks sidelining seasoned professionals, leading to a loss of intellectual capital crucial for long-term success, argues IPG Mediabrand's Geoff Clarke.
What brands can learn from Anora beating Wicked at the Oscars
The Working Assembly’s Jolene Delisle says that cultural resonance is not about being the loudest, but being the most meaningful.
Will DeepSeek change the game in AI branding?
As AI brands seek to build trust and familiarity, DeepSeek’s bold identity signals a departure from the industry’s minimalistic norms.
Media is key battleground for agency giants in new world order
Growth in media reflects how the scope has become much broader for clients, and Omnicom’s acquisition of IPG is poised to drive further change in the sector.
Woolley Marketing: Is agency new business a marketing or sales activity?
Every agency is trying to find the sales pitch that will win the business, but in the process, you might lose the very differentiation that secured your place in the pitch in the first place, says Darren Woolley.
Why hasn’t adland tackled its long-hours culture?
Despite ongoing discussions about work-life balance, the industry remains caught in a cycle of late nights, last-minute deadlines, and climbing pressures. Adland weighs in on the persistent challenges and potential solutions.
Is CTV the new primetime for advertisers during Ramadan?
While traditional TV holds sentimental value, CTV offers advertisers precision, measurability, and creativity, says Xapads’ Edo Fernando.
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