Opinion and comment on marketing trends

Marketing and advertising industry thought leaders offer their takes on the latest advertising and marketing trends.

Latest comment on marketing trends and issues

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It's not just creatives who need to ditch the stereotypes

It's not just creatives who need to ditch the stereotypes

It's great that we're battling the stereotypes in ads, but we won't win the war until brands apply the same logic to targeting, says Rob Bassett, the head of UK and EU multinational advertising at eBay.

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The woeful tales of BHS and Sports Direct expose retail's ruthless side

The woeful tales of BHS and Sports Direct expose retail's ruthless side

When your management style, business model or working practices are held up for scrutiny by the House of Commons you know something's not quite right, writes Nick Gray, managing director at retail marketing...

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How Brexit could lead to devalued British brands

How Brexit could lead to devalued British brands

If the perception of Britain morphs into something undesirable post-Brexit, brands that trade on its cultural codes and cues will suffer.

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There's no such thing as a strong brand story without a strong team

There's no such thing as a strong brand story without a strong team

Lionel Benbassat, head of marketing and brand at Eurostar, searches for diversity of experience and personalities to build his dream team.

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Should ten-second viewability for ads become new standard?

Should ten-second viewability for ads become new standard?

The Telegraph's promise that advertisers will only have to pay for digital display ads if they are 100% viewable for ten seconds is bold but it charges a premium.

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Up for a brand orgy that will take your agency/client relationship to the next level?

Up for a brand orgy that will take your agency/client relationship to the next level?

Gladiatorial combat is not the best way for marketers and agencies to engage, writes Al Moseley, the president and chief creative officer at 180 Amsterdam.

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Do marketers want shops led by creatives?

Do marketers want shops led by creatives?

Will Who Wot Why's all-creative line-up inspire better work, or is it merely a cost-saving measure?

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Idea planners own the future

Idea planners own the future

The new generation of 'idea planners' not only embrace traditional account and comms planning but are broadly skilled in analysis, culture, media and technology, with good intuition.

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Are marketers ready for a woman's world?

Are marketers ready for a woman's world?

How will brands adapt to reflect the new female-led political climate, Sarah Golding asks.

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Andy Nairn: Create your own buzz and make your own news

Andy Nairn: Create your own buzz and make your own news

Brands fall over themselves to react to news on social media, but in most cases their comments are instantly forgettable, writes Lucky Generals' Andy Nairn.

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Brexit could help usher in the rise of robots

Brexit could help usher in the rise of robots

Brexit could accelerate the adoption of technology and, in turn, exacerbate unemployment. However, technology is also capable of creating equality, economic prosperity and a sustainable environment.

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History of advertising: No 177: Robert Townsend's all-staff memo

History of advertising: No 177: Robert Townsend's all-staff memo

Robert Townsend, chief executive of Avis, the car-rental company, knew his 1962 ad campaign was going to be a big risk.

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More than buying razors: Why Unilever acquired Dollar Shave Club

More than buying razors: Why Unilever acquired Dollar Shave Club

Unilever's billion dollar swoop for Dollar Shave Club isn't just about bringing a successful brand into its stable, writes Mudit Jaju - it's a recognition that the FMCG market may have changed for good.

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With the right brand-led thinking, Britain's tech scene can have a vibrant future

With the right brand-led thinking, Britain's tech scene can have a vibrant future

The sale of Arm Holdings to Japan's SoftBank Group isn't the end of the UK's tech ambitions: there can be more where that came from, writes Cheil's Caitlin Ryan.

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Using every trick in the book just to be remembered

Using every trick in the book just to be remembered

Cute kids and cuddly creatures were among the devices used to make 30 expensive seconds worthwhile.

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The secret work weapon of Droga5's Kolbusz

The secret work weapon of Droga5's Kolbusz

The chief creative officer at Droga5 London has a secret work weapon: coffee. Lots and lots of it.

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On the Campaign couch: How can I show my brand is 'doing good'?

On the Campaign couch: How can I show my brand is 'doing good'?

Don't ruin your brand's good work by telling the world how wonderful, generous, philanthropic you've been. Let it speak for itself, because it will.

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Channel 4's 'We're the superhumans' is a joyous ride from the first frame

Channel 4's 'We're the superhumans' is a joyous ride from the first frame

Social video expert Unruly reviews "We're the superhumans", the latest viral video by 4Creative.

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Magic met logic in the golden age of planning

Magic met logic in the golden age of planning

At a time when connecting with the consumer has never been more challenging for brands, a new book by Tracey Follows and John Griffiths recalls how the planning pioneers did it first.

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Your career path is ultimately up to you

Your career path is ultimately up to you

The more you are involved with anything and everything you can get your hands on, the more you will understand the potential of what you can do, writes Jackie Fast, the managing director of Slingshot Sponsorship.

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