Category Archives: Thoughts
Generational bracketing risks blinding us to nuances of audiences
Senior Strategist Lydia Martin examines the shift in generational marketing, urging brands to move from age-based targeting to intergenerational strategies.
Rebalancing effectiveness culture
Managing Partner, Anthony Abou-Zeid, argues that the industry must rebalance its focus between short-term metrics and long-term effectiveness.
Media doesn’t have to be a breeding ground for hate
In the final instalment of the series on social identity and the media, Data and Insight Director John Clarvis, explores how we can fight identity-threatening content.
Rethinking Generations: Travel, TV, and the Changing Audience Landscape
Head of Broadcast Gregor Chalmers explores how shifts in the audience landscape highlight the need for brands to move beyond generational stereotypes and connect effectively.
Why parts of the media have a vested interest in intergroup conflict
In the second of a three-part series on social identity and the media, Data and Insight Director John Clarvis breaks down the key drivers behind why publishing increasingly provocative content can be irresistible.
What happens when social identity is threatened
In the first of a three-part series, Data and Insight Director John Clarvis explores the concept of social identity and the media’s role in perpetuating extreme behaviours.
The best is yet to come for TV advertising
Head of Broadcast Gregor Chalmers explores the future of TV advertising.
Advertisers’ role in combating hate speech: Ensuring brand safety amid social media turmoil
Digital Business Director Simi Gill offers effective steps to ensure brand safety and social responsibility in challenging times.
Media and marketing: A moral maze?
Head of Operations Gabby Krite explores how far marketers should go in balancing morals and media buying.