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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If something is good, it's worth paying for

If something is good, it's worth paying for

Publishers are still figuring out the best way to monetise their valuable content, but surely the industry needs to work together to find a co-ordinated solution?

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Disrupting the disruptors: how Uniliver plans to rock the boat

Disrupting the disruptors: how Uniliver plans to rock the boat

It only costs a few bucks to join but last week Unilever spent a billion of them buying Dollar Shave Club in a landmark deal that could begin to redraw Unilever's entire business model.

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Go ahead and censor me, algorithm

Go ahead and censor me, algorithm

There's a robot reading our emails. It's there for our own protection - so why does it still feel a bit creepy?

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Verizon's purchase of Yahoo is a bet on a mobile future

Verizon's purchase of Yahoo is a bet on a mobile future

Yahoo's user base is very large and very mobile, writes Paul Carolan, the global chief commercial officer at Widespace.

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Where Apple will focus after peak iPhone

Where Apple will focus after peak iPhone

Apple's latest quarterly results show demand for the iPhone is stalling but there are signs about where the company's staking its future, says Rachel Pasqua, practice lead, mobile and emerging technologies...

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Diversity of talent leads to diversity of thought

Diversity of talent leads to diversity of thought

In our creative industry diversity of thought comes from diversity of talent, it's as simple as that, writes Kate Bruges, the co-director of talent at JWT London.

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Live in the future, they said. We'll have delivery drones, they said

Live in the future, they said. We'll have delivery drones, they said

Don't dismiss Amazon's drones as futuristic nonsense - this might be the next bold idea that catches retailers unawares, writes Phillip Dyte, strategy director at iProspect UK.

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Why FMCG brands need to rethink their purpose
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Dave Dye: No longer in circulation

Dave Dye: No longer in circulation

A lot of things have gone out of fashion in the ad industry, and for good reason. But there's one crucial question we should still be asking, says JWT London's Dave Dye.

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Loyalty still exists, but you can't measure it in points

Loyalty still exists, but you can't measure it in points

Despite mutterings of its downfall, loyalty still plays a big part in the way consumers make decisions - but an effective loyalty scheme has to be much more than just an economic exchange, writes Will...

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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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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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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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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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