CHARLIE MAKIN
LATEST ARTICLES
12 Nov 2025
Charlie Makin heads to New York and finds an addressable TV market that's shifting from experimentation to scaled execution.
08 Jul 2025
The US TV ad market is growing twice as fast as that of the UK, driven by addressable budgets. We need to emulate its initiatives here to drive growth.
21 Oct 2024
Parts of the ad industry are in rude health; but the particular issues agencies face is a key challenge for anyone who wants our industry to do better.
18 Jan 2024
Right-wing populist media may not have a scaled audience, but it still has influence. Charlie Makin examines what this means for advertising ahead of a record year for elections in 2024.
08 Sep 2022
The downturn is an opportunity for the advertising industry to align more closely with clients' business objectives.
04 Aug 2022
As consumers' budgets are squeezed further by hikes in streaming prices, brands need to think "radically" about opportunities to retain customers in addressable AV.
23 Jun 2022
We're going to have to get serious about developing bespoke ads and marketing content for different media.
08 Nov 2021
Start-ups are the same as any other brand in that they must meet a consumer need. But they need a better path to private equity-backed success.
27 Sep 2021
Are we deluding ourselves about disruption when change is usually driven by incrementalism?
18 Jun 2019
Local audiences are too often regarded as peripheral and unimportant to marketing activity, writes Charlie Makin - yet strategic investment in local communication can drive spectacular results.
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