JAMES PARNUM
LATEST ARTICLES
14 Aug 2025
Every media channel is seemingly a Swiss Army knife that can do everything now, but we've forgotten that channels have their own special set of superpowers. Let's look at OOH to understand the problem.
22 Jun 2023
When it comes to emerging technologies and how they will impact marketing, how do we heed the cynic’s glass half empty caution, while also embracing the optimist’s glass half full guidance? The realist’s answer is to experiment, scale and repeat, argues Essencemediacom UK's head of media planning.
MediaCom's head of planning states the case for relevance as an antidote for the debate around the benefits of personalisation.
03 Nov 2022
Seedtag and Nielsen's 'Building Consumers' Connections Through Contextual' report does a disservice to the existing literature, argues MediaCom UK's head of planning.
07 Feb 2022
TV has never been as effective, but is under threat. How should advertisers navigate this 'AV paradox'?
13 Jan 2022
MediaCom's UK head of planning reveals his professional New Year resolutions in the hope that others will share his aspirations.
10 Sep 2021
Contradictions in media planning often see agencies caught between two schools of thought. They're not binary choices though
02 Jun 2021
James Parnum, partner at MediaCom UK, sets out the three rules of data for successful growth strategies
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