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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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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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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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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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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Why aren't all ads viewable?

Why aren't all ads viewable?

Publishers are having a tough time, taking fire from customers on both sides while readers block ads and advertisers complain about viewability, writes Anant Joshi, Meetrics' director of international...

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Things we like: Defying the Brexit doommongers and the EU's check on Google

Things we like: Defying the Brexit doommongers and the EU's check on Google

Moneysupermarket.com is defying the Brexit doommongers and the European Union issues a fourth list of anti-trust charges against the world's biggest media owner.

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A view from Dave Trott: History is the future

A view from Dave Trott: History is the future

For me, one of the reassuring things about the English pub is the ploughman's lunch.

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Creativity won't be a priority of new-look government

Creativity won't be a priority of new-look government

The appointment of a new culture secretary is unlikely to unlock any fresh thinking in the government -- which is exactly what we need right now, says 18 Feet & Rising CEO Jonathan Trimble.

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News brands must put premium on their influence

News brands must put premium on their influence

What a month it has been for news since the Brexit vote.

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For adland, another political battle brews

For adland, another political battle brews

Despite finishing on the losing side once all the Brexit votes were counted, the ad industry is well-placed to negotiate a better outcome on obesity.

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Theresa May has found a marketing slogan that works... for now

Theresa May has found a marketing slogan that works... for now

Figures from the worlds of business, the arts and politics plus creative companies such as Google, Freuds and Unruly came together this week to unveil #LondonIsOpen.

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The growing disconnect between brands, creative and programmatic

The growing disconnect between brands, creative and programmatic

Ad players have a duty to demonstrate the value and power of data to the community, writes Richard Robinson, the managing director, EMEA at Turn.

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Why relevance should win over revenue in shirt sponsorship

Why relevance should win over revenue in shirt sponsorship

With the new Premier League football season about to explode into action again, Get Me Media's Pete Davis questions whether enough thought is being put into the name on the shirt.

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Don't blame digital for Brexit

Don't blame digital for Brexit

Uber, Google and co were not top of mind as people went to the polls, points out Anna Soisalo, director of strategy at Smart Design London.

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Get used to new ways of hiring an agency

Get used to new ways of hiring an agency

The decision to hire a new agency is just not coming through the traditional channels as frequently anymore, writes Bill Brock, the founder and chief executive of AnalogFolk.

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Will ads ever stop patronising women?

Will ads ever stop patronising women?

The Mad Men called a pair of women sharing a scene of domestic bliss for advertising purposes "two c's in a kitchen".

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Should brands use a 'Big Four' firm to audit their agency?

Should brands use a 'Big Four' firm to audit their agency?

Was Sir Martin Sorrell right to question the credentials of media specialists?

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