Opinion

pexels-tatiana-syrikova-3975594

Going deeper on the struggles moms are facing

6Degrees’ Adrianne Gaffney Wotherspoon looks at impacts that will stretch far beyond Mother’s Day, for both brands and employers.

Screen Shot 2021-04-22 at 9.03.41 PM

Your brief is a joke

Bleublancrouge’s head of strategy (and semi-retired stand-up comic) shares the secret to writing a good brief using the formula for good comedy.

kevin-bhagat-zNRITe8NPqY-unsplash

What’s next is still a massive question mark

Strategy editor Jennifer Horn asks: the workplace is ripe for change, but will the industry bite?

pexels-jose-francisco-fernandez-saura-802024

Knowing your brand assets from your elbow

John Bradley and Carrie Bradley connect the left and right brain to help you figure out the distinct elements that provide the most value.

pexels-andrea-piacquadio-3758167

The masks of an Asian Canadian in advertising

Carson Kwok explains how different cultural understandings lead to an exhausting standard for Asian talent to meet.

ctcshrimp

Waiter, there’s shrimp in my cereal

Proof’s Josh Cobden explains why brands need to have (and stick to) a playbook for even the most bizarre of reputational crises.

pexels-ekaterina-bolovtsova-4868381

Making home the heart of health again

Felicity’s Amy Laski has some questions marketers should ask if they want a place in consumers’ already crowded homes.

pexels-christina-morillo-1181396

Choose to challenge for more than one day

Veritas’ Krista Webster talks with fellow agency leaders about why COVID-19 has stressed that the push for equality is a year-round effort.

standsome-worklifestyle-wwQNoDA3cTQ-unsplash

How to keep working moms from leaving advertising and marketing

The pandemic has set back progress for gender equality at work. BBDO’s Rebecca Flaman explains how culture, leadership and insights can fight ‘the pandemic of the pandemic.’

pexels-andrea-piacquadio-3760093

How to speak the language of a game-changing shift

Ads might be more effective at growing margins than growing sales, so marketers will need to get better at CFO-speak to benefit.

pexels-olya-kobruseva-5428833

Why brands need to watch their language

BBR’s Anik Pelletier explains how language, tone and nuance impact the bottom line as much as strategy and design.

pexels-cottonbro-5054213

How to reach consumers taking wellness into their own hands

Felicity’s Amy Laski explains how brands can have a role in a new wave of DIY betterment.

grainsilos

Putting silos on the sideline

John Bradley and Carrie Bradley explain why having spent 2020 on the “fourth line” might make marketers realize their work is a team effort.

Edge_Map

Which cultural shifts will be the most meaningful?

Juniper Park\TBWA’s Dustin Rideout shares four societal trends that brands can use to help write history’s next chapter.

sesamestreetdoordash

Why it makes sense for brands to feel so nostalgic

Union’s Michael McDonald-Beraskow explains why innovation can wait: consumers want familiarity right now.