The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Experiential activations should offer spectacle but, says Ijaz Ibrahim, Creative Lead at The Hanging House, spectacle is only half the battle because without meaning it won't be remembered.
When did everybody become so stupid?
As the UK becomes an idiocracy, with anti-immigration rhetoric gaining traction and AI-generated news being treated as real, our culture editor Amy Kean wonders, ahead of her talk at this year's shots Out of the Box event in London which will cover a similar theme, whether we're more gullible than ever, or just dodging reality completely?
The power of niche communities
Meroweh Ansari-Beni, Head of Video at social media agency Coolr believes that by meaningfully tapping into evolving subcultures and micro trends, brands can be authentic without trying to appeal to everyone at once.
Portals in plain sight: Why smart glasses could reframe OOH
With Meta recently announcing its new AI-powered smart glasses, Saj Nazir, SVP Media Creativity at Mediahub, comments on why this is such an interesting development for OOH – a medium that continually reinvents itself.
The lure of ads that don’t look like ads
George Bacon, Founder of GBM Group, argues that meme-native ads are rewriting marketing, with culturally attuned brands moving fast to reach audiences in ways they appreciate earning the most attention.
How nostalgia can offer clarity in an overstimulated industry
Before social media feeds and the chase for virality, advertising was built around a single strong idea; one that could stand on its own without the noise of algorithms and trends. Han West, Partner at Washington Square Films, explores how today’s interest in nostalgia could help advertisers reconnect with that simpler creative mindset.
On nostalgia: No country for old meh!
As we confront global chaos, domestic grudge matches and ethical WTFs, there’s the temptation to turn to nostalgia. But, asks Ian Grody, CCO at Giant Spoon, should we resist?
The art of looking back to move ahead
While the new – whether that's an idea, a technology or a trend – always captures people's attention, Partizan director Warren Fu believes that capturing hearts is equally as important. Nostalgia, he believes, can play a big part in making that happen, whether by design or by accident.
Reel nostalgia: Why cinema works for brands’ seasonal stories
'Tis almost the season to be jolly... but there are a few notable dates before we hit that particular time of year. And, says Clare Turner, Chief Commercial Officer at Pearl & Dean, when it comes to nostalgia, there's no better place for a brand to be than in a darkened cinema.