There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.
More Nick Manning articles
‘Truth decay’ is irreversible and we have to learn to deal with it. Advertisers, whose money funds the lion’s share of commercial media, can do a lot more.
Chief media officer is a big job and somebody has to do it for advertisers, argues Nick Manning.
Focussing on media cost over investment and audience delivery is damaging advertising effectiveness.
Without a mainstream platform, Piers Morgan looks diminished. The ‘global’ reach of his content is worth very little, writes Nick Manning.
Advertisers shouldn’t look to either the media specialists or the creatives to take the lead. They need both, Nick Manning argues.
What should it really mean when advertisers say they want to support ‘quality’ media, asks Nick Manning.
In the second part of Nick Manning’s thoughts on fixing the digital advertising landscape, he provides six recommendations for advertisers.
Nick Manning assesses what’s wrong with a digital landscape and why the advertising industry is hamstrung to fix it.
Strategy Leaders: Doing nothing is not an option and solutions must be found by developing new approaches, Nick Manning warns.