'The best way to predict the future is to create it'
Scenario planning, rather than predicting singular events, may be the best way to go in uncertain times.
What’s in a name? The power of agency brands
Brand-building is crucial for clients, so should agencies be paying closer attention to the names they give themselves – or could it cause them more problems than it's worth, asks Campaign's premium content editor
Ogilvy's Jo Arden hire shows planners need a seat in the C-suite
Advertising agencies need to carefully balance their core disciplines – and their chiefs – to be successful.
Are we losing balance and nuance?
As the pace of change and polarisation accelerate, balance and nuance are increasingly important traits for our industry.
Brands
Customer experiences people trust require data trust
It’s on marketers to explain how customer data allows brands to provide them with better experiences and greater value.
Marketing 3.0: Getting ahead of the metaverse
Marketers can look to the gaming world to start preparing for the metaverse.
How to be brave and still make a profit
Six lessons from Patagonia.
Creativity
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The creative revolution 2.0
When we change how we work, we change what we make.
Embracing creative technology
The creative industry is evolving, and tech and data are becoming a competitive advantage for forward-thinking marketers.
An experiential beer? Yes please!
Making experiences useful and beneficial is how meaningful engagement occurs.
Culture
What CES can teach us about smarter investments and better connections in 2022
The key to taking back control and making smarter investments is well within our reach.
The word ‘tactics’ sucks, so we’ve banned it at our agency
"Tactics" minimizes and underplays our work.
What’s your agency relationship worth to you?
It’s the most important question brands must answer in 2022.
Media
WarnerMedia brings on Comscore, iSpot and VideoAmp as measurement partners
The decision comes amid growing calls to diversify TV measurement strategies.
The 2022 trends your audience will love
Pinterest CMO Andrea Mallard breaks down trends for marketers by demo from its annual not-yet-trending report.
Will Mexico lead the way in online privacy?
Mexico is the second country to legislate media transparency after France.
People
More talk, more action
Diversity, equity, inclusion and belonging is a business imperative.
Why the Great Resignation is a Great Opportunity
Don’t dodge the unfamiliar or unexpected; that’s how opportunity is packaging itself these days.
Why not capitalizing “Brown” erases cultural history
Keeping “Brown'' lowercase is another attempt to strike out cultural experiences that define our beliefs, attitudes and values.
Technology
The metaverse must bridge the digital divide
We must avoid deepening existing inequalities and create digital environments where everyone can belong
Why web 3 is experiential marketing’s biggest frenemy
Marketers need to pay attention to decentralized autonomous organizations.
Why advertisers need to look beyond Facebook and Instagram
Innovative brands are finding ways to go directly to their audiences without over-relying on Big Tech.
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