This week's top features and opinions: Trevor Beattie on Muhammad Ali; TV trading; Maurice Lévy; Johnny Hornby

 

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This week's top features and opinions Heroes: Muhammad Ali by Trevor Beattie Trevor Beattie In the first of a new series on people who inspired and influenced adland's great and good, Trevor Beattie looks at the philosophy of The Greatest. TV trading deals under the microscope Gideon Spanier A veteran media auditor is questioning the rise of TV shows funded by agencies and advertisers. Lévy: pay us our due Kate Magee Maurice Lévy on the remuneration model and why agencies and clients must make a stand together. Act now to combat the fraud shaming our brands Johnny Hornby This is the most profound challenge facing our industry and we must get a grip on it. Good as gold How can brands address social issues and generate commercial returns at the same time? The answer lies in the latest list of creative and effectiveness award-winners, Kate Magee learns. Why are agencies picky about pitches? Many agencies will no longer accept being the "wild card" on a pitchlist. Empathy: adland's missing ingredient This year's winner of the Chrissie Barker Graduate Award argues that empathy is the missing ingredient from adland's recruitment strategies. The award, run annually by J Walter Thompson London and in memory of Barker - a former editor of Campaign and head of comms at JWT - recognises that year's best-performing graduate. As part of the scheme, graduates are required to write an essay on a particular subject. This year, the judges, Claire Beale and Jeremy Bullmore, asked for practical suggestions to make agency recruitment more diverse and improve the quality of the work. Are magazines relying too much on bulk sales? Gurjit Degun In an era of falling print sales, magazines want to boost their ABC numbers and enhance their brand. Global viewpoint from Greece Irene Nikolopoulou Odysseus sailed for a decade to reach his home of Ithaka after the ten-year Trojan War. Like that odyssey, Greece is still sailing though its economic crisis, eight years now without apparent sight of its Ithaka. Having a purpose is now more important than ever Maisie McCabe Who are your heroes? In the first of a new series, the BMB chairman and founder, Trevor Beattie, entertainingly talks about his relationship with Muhammad Ali on page 26. Contrary to received wisdom, Beattie's dinner with The Greatest seems to have lived up to all his expectations. Newspapers must unite to escape The Indy's fate Gideon Spanier My father and mother worked for The Independent. I wrote for the paper from 2011 until the start of last year. A view from Dave Trott: reason is emotion Dave Trott In the early 1800s, the Royal Navy ruled the world's oceans. The industry has much to learn from TV Sue Unerman Media research is not perfect. Never has been. Things we like: A front-page marriage proposal Who said romance was dead? Why we're loving: Dario Mitidieri, photojournalist Mitidieri worked with M&C Saatchi on "lost family portraits" for Cafod. Earlier in his career, he brought some of the first pictures of the Tiananmen Square massacre back to Europe in 1989. On the Campaign couch: how should I deal with a client's last minute demands? Jeremy Bullmore My client constantly calls for changes to my work at the last minute. History of advertising: No 162: Freberg, Ltd (But Not Very) To those of a certain age on this side of the Atlantic, Stan Freberg will always be synonymous with comedy songs such as his St George And The Dragonet spoof of Dragnet and Elderly Man River, which anticipated "political correctness gone mad" by decades. Campaign Jobs Senior Strategist - Independent Media Agency £60000 - £75000 per annum + Great Agency Benefits Ultimate Asset, West End Account Director 3 month Contract to perm - £50k pro rata salary + bens Ann Sharman Recruitment, London (Central), London (Greater) Account Manager Competitive Package + Benefits Ormonde Associates, London (Central), London (Greater) Account Director - Corporate Communications Agency £53,000 - £60,000 + bens package Ann Sharman Recruitment, London (Central), London (Greater)

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