Content from our thought leader

Shauna Lewis


Shauna is a reporter at Campaign. Contact her at

An image of the TikTok logo on a phone with a colourful background.

TikTok tells agencies and brands to rip up 'best storytelling practices'

TikTok's What’s Next Report 2024 says users enjoy a non-traditional arc in videos.

A CGI woman closes her eyes in her car.

Ubisoft launches global media review

Group M has worked on the account since 2015.

Clockwise from top left: Dan Warner and Andy Vasey, Helen Rhodes, Matt Lever, Chaka Sobhani, Trevor Robinson and Zoe Nash and Sali Horsey

Is Cannes Lions having a laugh with its new humour category?

Purpose-driven ads have increasingly become the norm, but what does a specific humour category mean for the ad landscape?

Burning Christmas cards

M&S switches Home & Clothing Christmas ad following backlash

Spot was the first Christmas ad for the brand by creative agency Mother London.

A truck with the Coca-Cola logo on the side.

Coca-Cola’s 'Holidays are coming' Christmas ad returns

Brand has conducted research which shows impact of classic ad on consumers.

The X logo next to Elon Musk's Twitter account on a phone screen.

One year on from Elon Musk's arrival: X is cheaper and 'better value' for brands

Advertisers demonstrated 'nervousness' around Musk's takeover and turned to rival platforms, but media buyers say some clients are willing to spend again with the company formerly known as Twitter.

Clockwise from top left: Jon Goulding, Enyi Nwosu, Katie Lee, Julian Douglas, Sophie Lewis and Laura Rogers.

Should media and creative sit more closely together again?

According to a recent survey, nearly a quarter (24%) of brands believe that their media agency's model is unfit for their future needs.

The logo for the Amazon app.

Group M partners Amazon Ads on creator-led content

Offering has been developed by The Goat Agency.

Building with Allianz logo at the top

Allianz shortlists three networks for global media account

Mindshare is currently the incumbent in the UK.

collage of images including pile of TVs and hand reaching down overlaid with number 3 in a red circle

Is there any future for ad-funded media?

Media owners will have to continue to shift towards other income streams, but advertising revenues will still be an important part of that mix.

Clockwise from top left: Olivier Gauthier, Tracey Barber, Rebecca Nunneley, Oya Mustafa, Tina Fegent and Jemima Monies.

How serious is the new-business slowdown?

Campaign's Advertising Intelligence reported a 24% dip in media activity between H1 2022 and H1 2023.

Headshots of Tom White and Caroline Reynolds

MSix & Partners appoints global head of performance

Role is intended to develop agency’s performance practice, drive digital innovation and develop strategies that support continued growth.

Clockwise from top left: Zaid Al-Zaidy, Miranda Hipwell, Jamie Smith, Lameya Chaudhury and James Fox

Is three days a week in the office the sweet spot?

This year’s Faces to Watch revealed that hybrid working was “very important” to 69% of rising talent.

Disney+ logo on a phone, with graphs in the background

Media buyers look forward to Amazon's ad tier as Disney+ draws mixed response

Amazon will introduce ads to its standard offering, which appears to promise larger audiences than Netflix and Disney+ alternatives.

Adam Richman wears a bow tie and suit. Sitting down at a dining table, he winks at the camera.

Uber Eats creates tasting menu to mark return of Welcome to Wrexham

Campaign was created by Mother and features Man v Food presenter Adam Richman.

Image on the left shows Pooh looking at his home in a large tree. Image on the right shows Pooh looking at the stump of a tree which was once his house.

Who Gives A Crap reimagines Winnie-the-Pooh with a deforested home

New illustrations show the impact on Hundred Acre Wood.

Stephen Allan and Daniel Gilbert
Richard Ayoade smiles at the camera.

HSBC picks global media agency after two-way shoot-out

Campaign first reported on the review in October 2022.

Disney+ logo on a phone, with the Disney logo in the background

Disney to 'learn' from Netflix’s mistakes with launch of ad tier, buyers say

Buyers expect Disney to give November's ad-tier launch a 'soft release, heavy restrictions on the brands they will take on board and limited targeting'.

Clockwise from top left: James Murphy, Katy Wright, Katrina Bozicevich, Hollie Loxley and Andrew Stephens.

How big a problem is abusive client behaviour?

Mark Pollard wrote in a piece for Campaign that 'open criticism towards agency staff is allowed to go unchecked'.


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