DIGITAL IS HAVING A MIDLIFE CRISIS. THE WAY FORWARD IS EXPERIMENTATION.

Digital media’s grand promises have not been fulfilled. Instead targeting fails, context blindness and a fundamental disrespect for people’s attention are jeopardising both brand growth and the social contract advertising has been built on. We need to remember some timeless principles and experiment with the new if we are to improve, writes Thomas Wagner, Planning Director at BBH Singapore. The...

STOP BUYING REACH AND START EARNING IT

Media is slowly suffocating social media. The relentless optimisation towards media efficiency and mass reach is resulting in shorter, less effective social banner adverts. This is disrupting people’s experience of social and not shifting brand metrics. It is time marketeers shifted their focus away from paid reach and towards organic resonance, writes Jack Colchester, Senior Data Strategist at BBH London....

WHY NEEDY BRANDS WILL NEVER MAKE GREAT ENTERTAINMENT

Great entertainment is transgressive. It breaks the rules and provokes your emotions. Brands must overcome their need to be liked and challenge their audiences if they want to create entertainment that truly impacts culture, writes Richard Cable, Editorial Director at BBH London. If great advertising and great entertainment have one thing in common, it’s that they both provoke a profound emotional...