OEM spec oil and OEM spec filters according to manufacturers schedule. No one has ever given me a good reason to do anything different.
Some European cars have oil specs of their own and you use something different at your own risk.
I had a 2004 VW TDI and its pump duse engine had an oil spec that was different from other VW's. There was a big placard under the hood saying using anything else would invalidate the warranty. This particular engine used the camshaft to increase injection pressures and a specific additive was used to protect it from increased wear.