
Omar Oakes
Editor at The Media Leader
I had an account here for many years but left after Elon Musk made Twitter terrible. But I'm keeping my handle just in case.
Articles
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2 weeks ago |
uk.themedialeader.com | Omar Oakes
OpinionThe ad industry keeps obsessing over whales, but the krill are paying the bills. It’s time someone built an agency for the rest. “I don’t think the solution at this point is further research. I think the solution is trying to get agencies and clients to act on that research.”World Media Group CEO Jamie Credland recently said this during a conversation about why advertisers might be under-investing in “quality” media.
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1 month ago |
uk.themedialeader.com | Omar Oakes
OpinionCelebrity journalism has often blurred the line between PR and reality — but the Bernard Bale story reveals just how far you can go when no-one asks questions. What does it actually mean to be a person? If someone says something on your behalf, does that count as your voice? In journalism — especially the celebrity-industrial kind — the answer has always been: close enough.
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1 month ago |
uk.themedialeader.com | Omar Oakes
OpinionMeta says yes. A US regulator says: how convenient. But, whether it serves his interest or not, does Mark Zuckerberg have a point? In case you missed my previous article, this column has a new format. I ask a question and invite readers to answer it, then I report on what the answers are in the next edition. All caught up? Let’s go…Last week, Meta said something that, on the face of it, should be astounding: all social apps are now basically the same.
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2 months ago |
uk.themedialeader.com | Omar Oakes
OpinionIt’s time we stopped performing thought leadership and started pursuing actual thought if we want the industry to be better. Everyone in advertising and media now wants to be the smartest person in the chatroom. And we’ve built an entire ecosystem to reward that impulse. Panels. Podcasts. LinkedIn posts with carefully rationed line breaks. Thought leadership that’s heavy on the “leadership” and light on the “thought”.
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2 months ago |
uk.themedialeader.com | Omar Oakes
Why would they? They benefit too much from keeping creators trapped. But there are ways out. 1. Stop relying on platform monetisation: Treat YouTube ad revenue, TikTok bonuses and Instagram payouts asextra, not the foundation. Platformschange the rules whenever they want — and they will. The only way to build a sustainable business isowning income streams you control. 2. Own your audience: If YouTube or Instagram shuts down your account tomorrow,you’d lose everything.
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