AGENCY OPINION

Cannes 2025: What does AI mean for the future of agency work?

4As CEO shares questions to unpack AI's real impact on agency creativity.

Death to ‘the client’

The evolution of ‘the client’ from a straightforward descriptor — someone receiving services — to a phrase laced with frustration or negativity is easy to understand.

Pitch. Win. Exit? How private equity is reshaping the agency model

Private equity is no longer circling the ad industry — it’s taking over. As agencies transform into investment assets, Helios & Partners CEO Humphrey Ho unpacks the high-stakes tension between creative independence and financial control.

SXSW: Why independent agencies should still be trekking to Austin

The conference is a prime opportunity to build cross-industry relationships and guide new ways of thinking.

From aspiration to community: evolving the influencer brand trip

The influencer trip concept needs to evolve into something more accessible and down to earth.

A tribute to Ari Weiss

Go well, my friend. We are all so lucky to have known you, and you will be missed. Boy, will you be missed.

The IPO market is open for business in 2025. Here’s how companies should get ready

Securities laws in the U.S. governing company behavior before, during and after an IPO leave many comms leaders wondering what activities are restricted. A quick guide via Arena’s Jason Golz.

Gen AI will have a profound impact on agency business models

With clients increasingly handling business-as-usual tasks in-house, agency profitability is at risk unless agencies redefine the value of their creative services, says brand and marketing consultant Andreas Moellmann.

What B2B marketers are betting on in 2025

Consumers are demanding more and, with the right AI tools, marketers can meet them where they are.

Indies are about passion, holdcos are about math

As Omnicom looks to buy Interpublic, the biggest story in marketing services for a decade could have positive knock-on effects for small and midsize firms.

The ad industry is shaken. But should the government sector care about the Omnicom-IPG merger?

Omnicom agencies like DDB and GSD&M manage Army and Air Force recruitment.

The good, the bad and the ugly of the Omnicom and IPG Merger

While the timing of this merger might be a surprise, the motivation behind it is not.

Agency holdcos face a new crossroads: reunite media and creative, or risk irrelevance

Iain Jacob: Merging media and creative will be a key differentiator in the AI era.

It’s time to talk about baby loss

In the wake of personal tragedy, the silence surrounding pregnancy loss in the workplace becomes a heavy burden.

Burnout in adland: what can you do to help?

Three weeks ago I shared an extremely personal story about dealing with burnout as a senior account director in the advertising industry.

OMG, WTF is OAG?

Omnicom's new advertising division purports to be something new.

Agencies should compete to ‘outgood’ one another

We can do more by using our infinite creativity to inspire and challenge each other to do good.

Should agencies charge for their pitches?

It really isn't just about money.

Lessons learned from 20 years at 72andSunny

This month marks my 20th anniversary at 72andSunny. Here’s what I’ve learned so far, and here’s to 20 more.

Adland's wilful ignorance of the climate emergency cannot last

Agencies and platforms held sessions about the future at Cannes, while producing ads for the world’s biggest polluters: Clean Creatives' Duncan Meisel.

Newsflash: Journalism matters to young audiences

Research from Newsworks shows that, contrary to some expectations, news content readership is rising, particularly for people in their late teens and twenties. And that was before Rishi Sunak called a snap election.

How AI-powered workplaces will supercharge the creative process

We must stand up and be accountable for safeguarding and enhancing the physicality of the creative process, with AI a collaborator and not a replacement, says Gravity Road's executive strategy director.

What data do advertisers need to spend on LGBTQ+ marketing?

Study after study shows the positive business impact of reaching the LGBTQ+ community and allies — what more do advertisers need to see?

How my multicultural background makes me a better leader

I see my minority identities as a source of strength.

Why creator economy could take over the advertising industry

There is a distinct possibility the creator economy may be out to eat agencies’ lunch.

Q1 agency metrics: A closer look at financial patterns and APAC performance

In examining Q1 earnings closely, analyst Ian Whittaker finds common denominators.

Advertising is still failing moms

A survey of moms across the industry uncovered the ways they continue to be underserved and undervalued at work.

Agency chief execs have forgotten the value of creativity

When CEOs of creative companies are faced with the ever-increasing pressures of margins, mergers, fragmentation, complexity and new technologies, they can miss how important creativity is.

How agencies can alleviate the loneliness epidemic in the workplace

Almost half of Americans are at their loneliest while at work. Agencies must take the initiative to alleviate that.

Transparency is the secret to better agency performance

If all members of a team feel that they’re working toward a shared goal, the work will be stronger.

M&A rumour mill is buzzing as Publicis pulls ahead of agency pack

Speculation has created what one insider calls a 'febrile' atmosphere at the top of the agency sector.

If you want to reach Gen Z, prioritize a multicultural general audience

Reaching marginalized groups through a siloed approach may be well-intentioned, but it isn’t the right strategy in the long run.

How to drive cost savings in digital advertising — and reduce waste in the process

There are plenty of creative ways to sidestep digital ad waste.

Navigating brand values in the face of skepticism

Brands that want to tap into purpose marketing must be able to prove their worth to skeptical consumers.

How to build a better agency-client relationship, from a CCO and CMO

EP+Co chief creative John Cornette and seasoned CMO Jackie Woodward share their advice for building a strong working relationship between brands and agencies.

Moving past performative diversity

As DE&I initiatives fall by the wayside and even become the subject of ire, businesses must not get flimsy.

Amid the flood of agency mergers, Ogilvy One is a raft

As personalised comms expand, the industry needs Ogilvy One’s creativity-led one-to-one approach more than it did in 2017.

DE&I is under heavy attack. How will you respond?

Will you retreat or double down on your commitments?

Black creators deserve opportunities — not just Black opportunities

Leaving diverse talent out of the running for behind-the-camera work perpetuates a system of inequity.

How harnessing emotional resonance in marketing can enhance performance

Going beyond surface-level demographics can forge deeper connections with consumers.

The barriers that still exist for Black talent breaking into the ad industry

Despite promises made in 2020, Black creatives at the start of their careers still face unique challenges.

How cookie deprecation will further disadvantage diverse publishers

While data privacy is a commendable goal, it’s worth considering the outsized impact of cookie loss on minority-owned and -focused outlets.

What do you do if you are Dentsu?

It may be time for Dentsu to consider its options internationally.

How to align D&I initiatives with company values

D&I efforts need to be more than just talk in order to make a real impact.

Black-owned media publishers are advertisers’ most underutilized asset

Investing during Black History Month is great, but we’re here all year — and we’re looking for cultural connection.

Dear brands: Stop stereotyping Black agencies

By diminishing our capabilities, you’re also stifling your own potential.

Culturally relevant brands with toxic cultures set themselves up for failure

For brands to maintain cultural relevance, they must also place equal importance on internal values.

Stability is sexy

It fosters trust to overcome chaos instead of getting caught up in it.

Does your performance still rely on third-party cookies? It’s time to find out.

Advertisers waiting for a magic cure-all solution will be not only disappointed, but left behind.

Pride needs action, not allies

This year’s Pride can be a lightning rod for action – and it starts with you. Unless you’re a hater of course. Fingers crossed.

From boardroom to gallery: Qiana Mestrich’s art reveals the future of authentic brand engagement

Mestrich’s ‘The Reinforcements’ exhibition reminds us that marketing rooted in selective history is not just incomplete — it’s ineffective.

The other 11 months: What real LGBTQ+ support looks like

Inclusion isn’t a campaign, it’s a commitment. Silence is a choice.

The effects of Keir Starmer's immigration policy on the creative industries

There is a potential impact on the levels of diverse talent that adland can attract from around the world.

Doubling down on DEI: Why internal comms must stay the course

SKDK’s Camille Meekins makes the case for why internal comms must stay the course amid political headwinds.

The advertising industry has a communications problem – here’s how we solve it

Adland is facing a significant communications problem, and it's time to confront it head-on.

Managing up, managing back: why leadership needs a culture reset

The struggle to create truly inclusive work environments often starts with an unspoken barrier: the way people from different cultural backgrounds communicate, and how that can affect their career progression.

An open letter to the gatekeepers of creative greatness

Former art director calls for an awards category celebrating well-being during Mental Health Awareness Week.

Did marketing create the manosphere?

A new report reveals how marketing’s obsession with success and status has fuelled a toxic ideology in young men.

Why I stopped trying to be a swan

Behind every polished exterior, there’s often an untold story.

Sabrina Carpenter on ‘Fortnite,’ WWE’s bet on Vegas and more April cultural moments

A monthly roundup of culture-first campaigns at the intersection of music and advertising.

11 minutes of fame, many more of regret

One small step for women, one giant leap backwards for womankind.

More scene, less slogan

Why bigger brands are swapping headlines for human moments.

How the London Marathon became the internet’s favourite finish line

From TikTok trends to Strava kudos, how the London Marathon became more than a race.

How leaders can build a neurodiversity-friendly workplace

Advocating for neurodivergent individuals reveals the value of flexible management and workplace practices that allow diverse talents to thrive.

Less blah blah blah, more ta-da! How advertising can actually drive change

As the climate crisis intensifies and public pressure mounts, adland must play a greater role in driving meaningful environmental change.

Are Gen Zers just boomers in disguise?

Marketers have long attempted to distill generational behaviors into easy stereotypes, but Gen Z resists these tidy boxes.

Brewing relevance for the perfect blend of old and new audiences

National Tea Day may seem quaint in our always-on, hyper-digital world. But in Britain, it still carries weight.

How to overcome impostor syndrome: lessons from top creatives

Despite accolades and achievements, self-doubt remains a constant companion in the creative industry, with many professionals battling the feeling of being exposed as a fraud.

Yes, things at home are hard

Parenting a neurodivergent child means living in a world of loops, love and relentless resilience.

Can purpose still sell? The changing face of brand activism

Once a badge of honour, brand activism is now a reputational minefield.

Adland needs to celebrate more kinds of masculine energy

Why reclaiming and expanding masculine energy is the antidote we all need.

Unity against 'The Upside Down'

The Stranger Things finale might be shrouded in mystery, but its themes of resilience and resistance resonate far beyond Hawkins.

Why cultural fluency is the foundation of modern brand DNA

Cultural fluency has become a necessity for brands looking to forge genuine connections with their audiences.

Adolescence: We need to talk about marketers

As the debate over harmful online influences resurfaces, the question isn’t just how we guide young men, but whether we even understand the language they’re speaking.

The power — and problem — of ‘girl words’ in 2025

Brands need to understand that women can feel alienated due to the ‘broligarchy’ and the corresponding rise in hate speech.

Greenlaughing: finding the fun in sustainability

Because if you don’t laugh, you’ll cry.

Business is the new morality

Ignoring DE&I is a risk companies can’t afford to take.

The importance of developing regional pathways for the next generation of talent

Adland's talent pipeline has long struggled with regional and economic diversity.

Adland’s class problem: why is the industry still excluding 40% of the population?

A new study has laid bare the stark class divide in the arts and advertising, proving that for all the industry’s talk of inclusion, working-class voices are still being shut out.

Why more brands are finally ditching the perfect-family trope

Quantum's Rayhan Wildan Ramadhani explores how clever brands are embracing new family dynamics through fresh storytelling.

Time for Sky to get its head out of the clouds

Pressure mounts on Ofcom and Sky to take action to end GB News’ campaign of hate.

Placement Poverty, part two (call to action)

Ben Harris and Stu Outhwaite-Noel reunite to reflect on the success of The Placement Poverty Pledge in advertising and plot how to extend its impact to other creative industries.

Why gender parity can’t wait until 2157

With gender parity still 132 years away, we don’t need more conversations but systemic change.

Why I don’t want to be labelled a ‘female leader’

It’s essential for leaders to reject outdated labels and foster environments where everyone can thrive.

Gender equality is under threat and it’s time to push back

The fight for gender equality in the workplace faces a critical turning point.

Rethinking brand presence: staying safe and staying social

As social platforms face increasing scrutiny, brands must move beyond the question of staying or leaving.

Looking beyond London: why I'm pushing Welsh culture forward

From fashion to music, grassroots Welsh creatives are proving that the most exciting ideas are emerging far beyond London’s creative circuit.

Why does the ad industry continue to exclude Muslim talent?

As Ramadan 2025 approaches, it’s time to ask why an industry that thrives on cultural moments continues to overlook one of the most significant global observances and the talent that should be shaping it.

The invisible struggle: why working dads deserve support, too

To create truly inclusive workplaces, businesses must recognise that parenting responsibilities extend beyond mothers.

Ambition for your people, not just your work. The ultimate leadership trait.

Record-breaking calls to Nabs for emotional support, rising reports of workplace bullying, and a growing perception problem: adland has a leadership issue that must be addressed urgently.

Is adland’s view of culture too mainstream?

From chasing viral trends to misrepresenting diverse communities, the ad industry's narrow view of culture raises a critical question.

EastEnders at 40 and what it teaches brands about sonic strategy

As EastEnders celebrates its milestone anniversary, its unmistakable sonic identity offers a masterclass in how brands can use music and sound to drive recognition, emotion, and loyalty.

Has big business lost its mind or just its principles?

Independent businesses are proving that DEI isn’t just a trend.

How nearshoring can cut costs without cutting creativity

As major advertising networks continue to merge and consolidate, independent agencies face mounting pressure to compete.

The unbearable cost of truth

Advertising faces its terminal paradox: We've made truth so expensive that soon, no one will be left who can afford to buy what we're selling.

Forget Valentine’s Day – here’s the UK’s alternative retail calendar for 2025

In an era of oversaturated retail moments, the real opportunity lies in tapping into fresh, culturally relevant events that capture attention in unexpected ways.

Approaching key moments with mischievous marketing

Every January, brands flood the market with vegan launches, but by February, many of these products vanish just as quickly as they appeared.

DEI rollbacks can make us feel helpless — but we are not

Target’s announcement to roll back DEI efforts feels personal because, in capitalism, a brand is the personification of a company.

Where are all the fat people on TV?

I saw an ad of a plus-size person enjoying a holiday – that was strange. Here's why.

The beauty pop-up boom: the new ‘big day out’ for Gen Z and Gen Alpha beauty consumers

From Fenty Hair’s immersive takeover at Selfridges to L’Oréal Paris’ festival tour, beauty pop-ups are redefining brand engagement.

The struggle for true allyship in an industry that’s gone silent

As misinformation gets the green light from Meta, our industry is failing the queer community.

The life-changing lessons a serious illness has taught me

Navigating a cancer diagnosis, stepping away from your role, and finding your way back to the business and team you love.

The curse and creativity of insomnia

Nights are a battleground between restless thoughts and the quest for sleep – a chaotic dance, where creativity often takes the lead.

A Bad Bunny blueprint for brands: Speak to the universal by elevating the specific

How the Puerto Rican artist’s latest album, Debí Tirar Más Fotos, is a master class in cultural storytelling.

DE&I in 2025: why authenticity and representation are non-negotiable for growth

The demand for authentic representation and meaningful DE&I initiatives has never been greater.

The short-sightedness of caving to the culture war

In a world where brands are targeted for their principles, navigating culture wars has become a defining challenge - especially as anti-woke rhetoric surges and customer loyalty hinges on standing firm.

From inauguration to insight: how brands can bridge divides in a polarised world

As culture wars intensify, it’s more critical than ever for brands to bridge divides and challenge biases.

Advertisers need not fear a heightened political climate

As reputable news publishers gain more attention during these turbulent times, outdated notions about ad placements next to certain news stories should be reconsidered.

Reasons to be cheerful about Blue Monday

Blue Monday may have a gloomy reputation, but this year, let's reclaim it as a day to find joy.

Meta’s 'alarming' conduct policy

Meta has redrawn their boundaries of acceptable hate, and LGBTQIA+ people are no longer in the safety zone. Outvertising will no longer be working with them.

Seeing red: Trends for 2025

Angercore, MAH-sculinity and roaring luxury signal a year of outrageous hope and blindspots, says M Booth chief creative officer Adrianna G. Bevilaqua.

'Oh, by the way, we’re a B Corp'... Year one B Corp reflections

A year as a B Corp has shaped how We Are Pi and Pi Studios strengthened client relationships, and reinforced commitment to doing business the right way.

Ads say women can be anything – but are they really helping?

Adland has the power to shape society, but its flashy campaigns often fail to tackle deep-rooted inequalities.

Have Christmas ads forgotten what it means to be ‘British’? The quiet disappearance of our collective festive identity

Amid accusations of losing their ‘British’ identity, we put this year's Christmas ads to the ultimate test.

From Brat to brainrot: what 2024’s biggest memes reveal about culture

As 2024 unfolds, internet culture has seemingly seeped deeper into the mainstream, with viral memes and social media trends becoming defining elements of the year.

Shaping a safer digital future: why brands must embrace their responsibility in the social media age

Social media has a dual nature: a powerful tool for inspiration and connection, yet also a source of harm, distortion, and risk.

Mocha mousse: A multisensory color that gets brands closer to people

Pantone’s color of the year is a flavor and a feeling.

Industry holiday celebrations are in full swing. Make sure everyone is invited to the party

It’s not about eliminating alcohol but creating inclusive environments.

Brands – in this era of culture wars, don’t give up on DEI&R

It’s fair to say that the current era of culture wars is unlike anything we’ve ever seen before.

Looking at Christmas characters through a gendered lens

Default-male bias continues to shape the real world and creative industries alike, reinforcing stereotypes and sidelining women in ways both subtle and glaring.

Designing conscious experiences with sustainability and inclusion at their heart

As brands face rising demands for inclusivity and sustainability, embracing Conscious Experiences offers a path to creating meaningful, equitable and planet-friendly designs that speak to everyone.

The ad industry is failing at telling this community’s stories

Less than 1% of ads authentically feature disabled people.

Why this year’s Christmas ads leave disabled communities out in the cold

Despite 24% of the UK population living with a disability, this year’s Christmas ads offer little to no representation for disabled communities.

Men, the inside of their heads and advertising

From reducing barriers to seeking support to meeting men in spaces where they feel at ease, innovative approaches are essential in tackling the silent crisis of men’s mental health.

Reflecting on Transgender Day of Remembrance

Transgender Awareness Week and Transgender Day of Remembrance remind us to honour transgender lives and reflect on how we can build a more inclusive and supportive world.

Finding inspiration in project ideation while embracing your identity

Here’s how one native designer brings her full self to her creative work — and how you can, too.

TV ads are for life, not just for Christmas

Christmas TV ads continue to captivate audiences and dominate the creative spotlight.

Trump won with ‘newstalgia’ and you can, too

Brands can blend past and present, to remind of happier times and reassure that they are possible today.

It’s mindset that changes inclusivity

While increasing diversity is vital, creating a truly inclusive environment means fostering a culture where every individual feels valued, respected and empowered to thrive.

The life of a junior creative no-one tells you about

In this anonymous article, the author gives a raw look at a year filled with hard work, setbacks and the tough lessons of being a junior creative in a competitive agency.

Why brand neutrality is a false narrative when it comes to young voters

Choosing neutrality over authenticity may alienate a younger generation that values brands with clear principles.

Creators vs community: the social strategies defining the campaigns of US politics

The 2024 US presidential election isn't just a political event; it’s a showcase of how social media strategies can define the culture and tone of a nation.

Will we see a return to rationality?

New data confirms the commercial case for LGBTQIA+ inclusive portrayals in advertising.

The non-traditional path to advertising develops the skills that matter

It’s impossible to hone every skill you need to succeed in this industry in school.

Mentoring is the sea that raises all our boats

Media is a brilliant career. But if we’re truly honest with ourselves, it’s incredibly tough too – its fast pace, long hours and commercial ebbs and flows need no explaining to any reader here.

Reclaiming our narratives: a Black History Month reflection

As another Black History Month draws to a close, marking the occasion with campaigns and conversations around its theme of 'Reclaiming the Narrative', it has got me thinking. Again.

Is hun culture our best bet for breaking the cycle of working-class misrepresentation?

In our quest for resonance, fall in love with your audience and the rest will become apparent faster.

Knowing your industry standard from your cultural preference

While agencies share common values like DE&I and sustainability, they must also embrace their cultural uniqueness to foster creativity and ensure long-term success.

It’s time to talk about baby loss

In the wake of personal tragedy, the silence surrounding pregnancy loss in the workplace becomes a heavy burden.

London - it’s time to ditch the 'R' word

Why it's time to put an end to the use of "regions" in adland.

5 ways to avoid Toyota’s anti-LGBTQ U-turn and embrace equality

Toyota’s decision to forego sponsorship of LGBTQ programs and other DEI activities is an opportunity for other brands during LGBTQ History Month, says Scott Circle Communications’ Robert Conner.

Do be so emotional: why the days of dampening workplace emotions are over

In advertising, we often feel pressure to hide our emotions, even though creativity thrives on genuine feelings.

Are we All Clear?

As the yearly cancer check-up approaches, it brings with it a flood of emotions.

How presidential campaigns can sway Hispanic voters this fall

With a lot on the line this year, Hispanic voters are more crucial than ever in swinging the election.

Amazon's RTO mandate is out of touch

Signed, a working mom.

Are you sitting uncomfortably?

Brands can beat 'underconsumption core' by facing (and embracing) their uncomfortable truth.

How to use transcreation to go deeper with U.S. Hispanic audiences

Simply translating an ad into Spanish is easy, but not effective.