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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The real reason you don't ride a hoverboard to work

The real reason you don't ride a hoverboard to work

Many of you reading this may be too young to remember fighting over Cabbage Patch dolls or Buzz Lightyear toys.

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A view from Dave Trott: We believe what's interesting

A view from Dave Trott: We believe what's interesting

In 1954, Linus Pauling won the Nobel Prize in Chemistry.

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Zero-based budgeting: marketing's latest fad

Zero-based budgeting: marketing's latest fad

Setting a budget can be a crude and unsatisfactory process.

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Is commercial radio's audience rise due to BBC budget cuts?

Is commercial radio's audience rise due to BBC budget cuts?

Commercial radio's content and reach have helped its listener numbers overtake those of the BBC.

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What impact will zero-based budgeting have on agencies?

What impact will zero-based budgeting have on agencies?

Is ZBB, which is gaining traction among advertisers, another excuse to slash and burn?

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Wanted: manbassadors to join the diversity fight

Wanted: manbassadors to join the diversity fight

Agency bosses, especially those who are men, must also focus on inclusion, equality and well-being, Paul Frampton writes.

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Things we like: Fox livening up Old Trafford

Things we like: Fox livening up Old Trafford

Manchester United is struggling to get near the summit of the Premier League table but it has come up with a potentially winning commercial partnership with Rupert Murdoch's 21st Century Fox.

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Can we focus on the positives of publishing?

Can we focus on the positives of publishing?

Agencies and advertisers should support these valuable brands and push for more data from the ABC.

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Who won the Super Bowl ad game?

Who won the Super Bowl ad game?

Mutant babies, singing sheep and the 'Walken closet'... No, not the cast of a Barnum production but the stars of this year's ad spectacular.

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On the Campaign couch: How do we get along post-merger?

On the Campaign couch: How do we get along post-merger?

After being acquired, my agency is moving into an office with our new owner.

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Technology giants doing wrong? It makes me mad

Technology giants doing wrong? It makes me mad

What a palaver. Google executives are grilled by MPs to justify why the world's most valuable company pays a lower percentage of tax than just about anyone in the UK, a few weeks after its £130 million...

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Gunn Report For Media 2015

Gunn Report For Media 2015

The most-awarded work in 2015 made use of tech and data - and brought fame to brands too, Gideon Spanier writes.

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Say anything about Twitter but at least it will pay tax

Say anything about Twitter but at least it will pay tax

No-one likes Twitter at the moment. Writing this ahead of Twitter's annual results, which were due late on Wednesday, it is clear that there are problems, with an exodus of senior US talent and the share...

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Tech viewpoint on mobile

Tech viewpoint on mobile

Mobile is everywhere. This is the key theme for the upcoming Mobile World Congress in Barcelona - and, with consumer consumption of mobile media rising faster than ever (mobile is expected to hit 29 per...

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Blood brothers: how You & Mr Jones' brand-tech practice will work

Blood brothers: how You & Mr Jones' brand-tech practice will work

How the new 'brand-tech' practice headed by George Prest and Drew Burdon, and its relationship with You & Mr Jones, will actually work.

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A better way to use data

A better way to use data

Everybody likes to believe they make good decisions when they trust their gut instinct.

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How big data got the better of Donald Trump

How big data got the better of Donald Trump

As the US presidential primaries rumble on, Alexander Nix, chief executive of SCL Group (Cambridge Analytica in the US), reveals how his company's use of big data helped Ted Cruz snatch victory from Republican...

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The new-look Premier League is ambitious and refreshingly non-macho

The new-look Premier League is ambitious and refreshingly non-macho

Football is an industry steeped in 20th century visual iconography, writes Ewan Ferrier, creative director at Brand Union.

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Tumblr promised millennials on a plate, so why didn't brands bite?

Tumblr promised millennials on a plate, so why didn't brands bite?

Yahoo announced last week that it plans to axe 15% of staff and may put itself up for sale.

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Gender stereotyping: can brands fight sexism or merely dabble in tokenism?

Gender stereotyping: can brands fight sexism or merely dabble in tokenism?

Advertising has long pandered to the notion of an ideal body type or used sexist sentiment to flog products to men, but a raft of recent ads has turned the tables and used feminism as a central tenet of...

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Marketing trend: Convergence

The year ahead for creativity

The year ahead for creativity

Let's get digital: the threat of management consultancies

Let's get digital: the threat of management consultancies

Moving closer to clients and each other

Moving closer to clients and each other

Marketing trend: Mobile

Domino's digital boss Nick Dutch on Snapchat, smartwatches and mobile

Domino's digital boss Nick Dutch on Snapchat, smartwatches and mobile

Top tips for brands on Periscope

Top tips for brands on Periscope

The year ahead for mobile

The year ahead for mobile

Marketing trend: Social media

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