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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Understanding loss, risk, and trust is key to successful PBR deals

Understanding loss, risk, and trust is key to successful PBR deals

Points for agencies to consider when using Payment by Results. By TMW Unlimited's chief executive.

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How brands can build and sustain engagement during an empty 2017

How brands can build and sustain engagement during an empty 2017

In a year with no events, brands should be concentrating on engaging with consumers in an authentic and meaningful way through content and partnerships, says Zenith's head of display trading.

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How to juggle more agencies in a programmatic world

How to juggle more agencies in a programmatic world

How can another agency be added to the plan without creating tension or increasing workloads? By Infectious Media's Pete Hanford.

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Does traditional storytelling still apply on mobile?

Does traditional storytelling still apply on mobile?

Facebook's Rob Newlan asks, is it time to tear up the creativity rulebook and write a new storytelling manual for mobile platforms?

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A view from Dave Trott: Jumping the shark

A view from Dave Trott: Jumping the shark

Most people know the expression "Jumping the shark".

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How can Nokia reinvent the brand and build new equity?

How can Nokia reinvent the brand and build new equity?

Nokia has the opportunity to change the narrative and start telling the story of the future, writes Ahmad Badr, the strategy director at Siegel+Gale.

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Normalise diversity and encourage more Asians to join the creative industry

Normalise diversity and encourage more Asians to join the creative industry

More needs to be done to address what diversity is and why it is important for the development of new and exciting work.

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What does the next 25 years have in store for the web? Ask Siri

What does the next 25 years have in store for the web? Ask Siri

With the public world wide web turning 25 this week, Chris Constantine, head of UX at WPP digital marketing shop Syzygy, asks where the internet will be heading in the next 25.

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The end of blockbuster marketing and the new mindset of growth hacking

The end of blockbuster marketing and the new mindset of growth hacking

The death of blockbuster marketing has made room for new techniques in which analytics play a central role, writes Rob Gray, partner at Squad.

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Airbnb's Jonathan Mildenhall reveals his big career break

Airbnb's Jonathan Mildenhall reveals his big career break

Airbnb's CMO on how he got started

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Twitter's Emoji stickers are changing the way we use language

Twitter's Emoji stickers are changing the way we use language

Twitter's Emoji stickers are offering brands the opportunity to sponsor language, writes WCRS' executive creative director.

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My Media Week: Rob Bassett, eBay

My Media Week: Rob Bassett, eBay

We join Rob Bassett, head of UK & EU multinational advertising at eBay, as the business dips its toes into the world of international alcohol advertising.

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Why Facebook is building a Netflix for gaming

Why Facebook is building a Netflix for gaming

Facebook will target the $61bn (£46.3bn) gaming market after striking a partnership with Unity to offer its own games distribution platform.

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Who won gold at the Twitter Olympics?

Who won gold at the Twitter Olympics?

John Scurfield, head of sport and entertainment at MediaCom, delves into the data behind fan engagement in Rio 2016.

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Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung deserve golds for best use of social at this year's Olympics, writes Zone's client creative director.

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Win like Team Fiji: how data is in danger of draining our passion

Win like Team Fiji: how data is in danger of draining our passion

The parallels between Team GB's cycling team and big data

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My money is on social relevance

My money is on social relevance

My experience of jump-racing tells me following form is key. And advertising's form is currently not good.

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How dancer Kaelynn 'KK' Harris is helping Gap get fit

How dancer Kaelynn 'KK' Harris is helping Gap get fit

Kaelynn 'KK' Harris stars in Gap's "#DoYouMove" campaign for the brand's new GapFit sportswear collection.

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Why marketers should learn slow instead of failing fast

Why marketers should learn slow instead of failing fast

Failure is overrated.

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What can your brand learn from Kanye, Beyonce, Ed and Adele?

What can your brand learn from Kanye, Beyonce, Ed and Adele?

The music artists dominating the charts and social space right now are some of the world's most talented brand builders - and consumer brands have plenty to learn plenty from them, writes Mike Dowuona.

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