Creative Insight

Analysis of significant creative projects, people and trends

Cannes Lions Festival 2022 - The Moment Is Now

Ryan Reynolds on how to make advertising fun

Speaking at the Cannes Lions Festival of Creativity last week, actor and marketer Ryan Reynolds shared his thoughts on humour, responding to culture, and managing anxiety; and also introduced his new talent initiative, Creative Ladder

Image by kodukits via Shutterstock

The big money questions: a guide for new creatives

Pay rises, day rates, dilemmas about prioritising money or creative opportunities – young creatives have a lot to get their heads around. We asked OMSE founder James Kape, copywriter Ellen Ling and the Talent Business partner Anna Green for advice

How Minor Figures learned to lean back

With its irreverent illustrated characters and laidback personality, coffee products brand Minor Figures is offering a fresh take on the often divisive plant-based market. Co-founder Stuart Forsyth talks to us about challenging the challenger brand narrative

The return of Cannes Lions

Next week marks the first Cannes Lions Festival of Creativity since 2019. Our ad correspondent, Ben Kay, ponders what might be different this time around

Interview magazine

Reinventing Interview mag for a new era

Speaking at magCulture Live in New York, Interview’s editor-in-chief Mel Ottenberg and editorial & design director Richard Turley discussed how they are injecting a bit of fun back into the cult magazine

The changing role of the ad agency CCO

ECD, CCO, CEO, COO: the ad industry is awash in three-letter jobs. But beyond the acronyms, what is the role of senior teams in shaping creative work and establishing agency culture today? BBH’s Alex Grieve and Helen Rhodes discuss

From Horror Caviar cookbook, published by A24

Exposure: Justin J Wee

After getting his first commission for the New York Times in lockdown, photographer Justin J Wee has created a mix of editorial and commercial projects, including powerful documentary work addressing the impact of anti-Asian hate crimes in the US

Why brands need to let go of minimalism

Minimalism is the go-to design route for many brands. But by taking this safe option, they could be missing the opportunity to really stand out, says monopo London creative director Melanie Hubert-Crozet


Why Ustwo became employee owned

We speak to the studio’s CEO, Carsten Wierwille, about its journey from being founder-run to becoming an Employee Ownership Trust, and how it hopes to inspire other creative businesses to do the same

Top Gun Maverick Image

The creative potential of 3D billboards

The humble billboard is evolving as creative uses of 3D imagery are being used to sell everything from movies to video games to sneakers. Here, Alex Wilson, ECD at brand experience agency Amplify, examines what they offer for brands

Photograph of green, yellow and red peppers

The apps fighting food waste

In the face of both climate and financial crises, we look at how companies are harnessing technology to reduce the staggering amount of food that gets thrown away, and whether tech alone is the answer

Exposure: Paul Guilmoth

Paul Guilmoth’s photography draws on their work as a carer for the elderly, but instead of producing documentary images, Guilmoth sees their work as an escape and an opportunity to build new worlds

Does ASMR translate to public spaces?

A new exhibition at London’s Design Museum brings the internet phenomenon into a physical setting. We look at how effective it is, how the pandemic changes the proposition and what brands stand to gain