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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Nationwide puts old shoot to work for emotional 'best rates' ad

Nationwide puts old shoot to work for emotional 'best rates' ad

What's the point of working hard to make a hardworking ad if the reality of the product lets it down, asks Jessica Lovell, head of planning, Adam & Eve/DDB.

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Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful

Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful

Sainsbury's and Morrisons released financial results this week, and each has reason for cautious optimism. They have found two different ways to keep winning in difficult times, says brand consultant and...

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In or out, the Brexit campaigns need to ditch the negativity to connect with voters

In or out, the Brexit campaigns need to ditch the negativity to connect with voters

Political advertising is still following the lead of the Conservatives' legendary 1979 camaign slogan - and learning some of the wrong lessons, argues Adam Reynolds, senior copywriter at Intermarketing

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Beyoncé vs Radiohead: the art of the explosive album drop

Beyoncé vs Radiohead: the art of the explosive album drop

The last two weeks have seen two very different artists, Beyoncé and Radiohead, take fans completely by surprise by dropping new music.

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A view from Dave Trott: The peasants are revolting

A view from Dave Trott: The peasants are revolting

In the 14th century, England was run on feudal lines.

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For the sake of the work, iron out those differences

For the sake of the work, iron out those differences

No apologies for adding to the noise around ISBA's salvo in media agencies' direction last week, with clients concerned that they can't trust agencies on issues like "click fraud, viewability, verification...

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Is ISBA right that media agencies don't serve clients' best interests?

Is ISBA right that media agencies don't serve clients' best interests?

The body has taken steps to introduce greater transparency amid growing distrust, Gideon Spanier writes.

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ISBA isn't rebuilding trust with agency blame game

ISBA isn't rebuilding trust with agency blame game

If Britain's advertisers want to improve relations with media agencies, they are going about it in a strange way.

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Is 'cadland' really ready to fight for gender equality?

Is 'cadland' really ready to fight for gender equality?

What would you do if someone in their early twenties approached you during the dog minutes of an awards show to ask for your advice on getting into the industry?

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On the Campaign couch: Can we go back to the good old days?

On the Campaign couch: Can we go back to the good old days?

Dear Jeremy, Did more clients really see their agencies as business partners (rather than suppliers purchased through procurement) in the good old days?

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Should creative partnerships disband?

Should creative partnerships disband?

The stream of iconic work that poured out of Bill Bernbach's agency in the 50s and 60s is a testament to his pioneering idea of pairing copywriters and art directors.

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Things we like: Harvey Nicks' Vogue 100 ad

Things we like: Harvey Nicks' Vogue 100 ad

It's hard to imagine that advertising might steal some of the attention from editorial in the 100th-anniversary edition of Vogue, starring the Duchess of Cambridge in her first cover shoot, but Harvey...

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Are brands unwanted obstacles between fans and their passions?

Are brands unwanted obstacles between fans and their passions?

Marketers like to be able to say their brands 'own' something - such as a particular event, sport, category or sector - but that kind of dominance risks alienating the very sought-after consumers who are...

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My secret weapon: Keeping it simple

My secret weapon: Keeping it simple

Marketing in the 21st century is far from simple. The growth of online purchasing has made it harder to build relationships with consumers, while digital technology has vastly expanded the range of mechanisms...

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Five lessons I learned from mentors and how they helped me start an agency
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How the EU clampdown will reshape e-cigarette marketing

How the EU clampdown will reshape e-cigarette marketing

From 20 May, the Tobacco Products Directive will bring into force stricter rules on the manufacture and marketing of vaping products. What does this mean for brands, asks Simon Gwynn.

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Take a glimpse at the future of sex

Take a glimpse at the future of sex

We're living in a more globalised world of constant connectivity. As such, our personal, as well as public, lives are increasingly being mediated by technology.

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Passion power: the 10 essential rules of fan engagement

Passion power: the 10 essential rules of fan engagement

In 2012, brands tapped into people's passions around the London Olympics. The 2016 Games will hold yet more opportunities, as well as potential pitfalls. How can you win the race to drive conversation...

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Passion, progress and creativity will shape all our futures

Passion, progress and creativity will shape all our futures

Is passion contagious? We've all worked with someone whose passion lifts our spirits, or been stirred from our conference fug by a charismatic speaker. Passion is the theme of this issue of Marketing....

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VR is dead, long live VR

VR is dead, long live VR

VR has huge potential but it's time to admit that we don't actually know what to do with it, writes Dino Burbidge, director of technology and innovation, WCRS.

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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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