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Results categorised as Opinion
01 Apr 2019
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Richard Shotton
Sponsor content: Marketing is blighted by the Cobra Effect - and the way we measure campaign effectiveness creates the risk of unintended consequences, writes Richard Shotton.
01 Apr 2019
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Dominic Mills
There is nothing more depressing or dull than Hollywood luvvies talking about the creative process, writes Dominic Mills.
27 Mar 2019
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Raymond Snoddy
Ray Snoddy welcomes the arrival of two very different intellectual creations - Apple News+ and the Copyright Directive
27 Mar 2019
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Majbritt Rijs
Want to develop a business strategy that connects with all sorts of women? Then stop making us feel like shit, writes Majbritt Rijs.
26 Mar 2019
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Tracey Follows
Hollywood actors and tech billionaires getting together to make content that will inform and educate sounds like terrible entertainment, writes Tracey Follows.
26 Mar 2019
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William Hanmer-Lloyd
Do something bad, and you're likely to compensate with a good deed - or vice versa. Here, William Hanmer-Lloyd explains how advertisers can use this behavioural quirk to improve targeting.
25 Mar 2019
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Bob Wootton
Bob Wootton looks at how adland corrupted one of its favourite buzzwords. Plus: Why we need a review into the value of media channels, and CRM forceably revisited.
25 Mar 2019
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Dominic Mills
From the changing types of advertiser using it, to the new competition threatening its existence, Dominic Mills charts the evolution of commercial television.
21 Mar 2019
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Jan Gooding
Spending time and money questioning the brief means better defined objectives - and subsequently stronger execution and fewer marketplace regrets, writes Jan Gooding.
20 Mar 2019
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Raymond Snoddy
Attacks on the Speaker of the House of Commons by the Brexit-supporting press are disgraceful, writes Raymond Snoddy - and there is only one explanation as to why they are being made.
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