Features

Insights

Hide your purpose under a bushel

Brand purpose is one of the most hotly contested topics in marketing, but how can it actually be effective?

Stories

Advertising: reimagined. Why the language we use is a sign of bigger issues.

Modern marketing speak is so predictable, and examples of copycat culture in our industry are endless, says Amy Kean

Insights

How will the business world change in 2022?

Changing attitudes and disrupted markets, rising prices and digital yuan, space stations and meta brands... author Peter Fisk looks at key moments for the year ahead

Experiences

Real love

CEO at Truant London, Chris Jefford, on how understanding fan culture in music can stop brands getting it wrong

Stories

MediaCat Magazine’s marketing moments of 2021

From breastfeeding and financial gender stereotypes, to child poverty, homophobic hate crime and beauty standards... here are some marketing moments that caught our eye this year

Experiences

Metaverse as the new marketing territory for visionary brands

Brands that can provide compelling in-world experiences, from games to desirable digital objects, are set to win.

Experiences

Metaverse: the next big thing around the corner

Shared virtual spaces where people are represented by digital avatars are poised to change much more than gaming in coming years

Stories

Foot in mouth disease

Brands are still finding their feet when it comes to tapping into the zeitgeist on social media but it’s a very fine line to tread, warns Chris Stokel-Walker

Stories

Locked down and uninspired

Chris Stokel-Walker asks why viewers were faced with such bland creative during a time when the opportunity to reach TV audiences and re-energise them was at an all-time high

Transformation

A bright future for advertising, post-Brexit

Despite all the uncertainty and early problems with red tape, ad execs feel they can still look forward to a positive collaborative working relationship with the EU, Catherine Turner discovers.

Transformation

Publishers take on Google for life after cookies

The struggle to identify and target consumers accurately online continues, but will this be an opportunity to level the playing field, asks Sean Hargrave

Commerce

Why Arcadia Failed

Is a failure to understand the unique differences between on and offline retail behind the collapse of one of the UK’s formerly most successful fashion groups?

Stories

The pandemic proves it doesn’t pay to be anti-social

Marketers must weigh up measurement challenges against the flexibility and reach of social advertising

Stories

Delving into the Deepfake

Synthetic media has a wealth of opportunities for brands but the concept itself is also in need of a rebrand

Social Impact

Consumers need help to feel charitable

In periods of personal financial uncertainty, discretionary spend and charitable giving are often hit hardest. Morag Cuddeford-Jones finds out what charities are doing to keep the funds flowing.

Commerce

Make it personal

For bricks and mortar to succeed, retailers have to deliver memorable experiences that can only be found on the physical shop floor.