Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn’t be more different. Marketers and media planners should engage with both rather than choose either one as ‘better’.
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Instead of always searching for “the new”, Kite Factory strategist Rik Moore makes the case for returning and adding to the foundations of Craft Planning.
We need a collective effort to reduce advertising’s contribution to the climate crisis, writes Ozone’s chief strategy officer. (Partner content)
Our industry has been distracted by measuring things in media that don’t actually matter, writes VCCP Media’s head of digital.
The commercial departments of Brexit-supporting newspapers know the damage being caused to the UK economy, and newspaper advertising revenues, by Brexit. Their editorial colleagues continue to support it anyway.
Both publishers and advertisers can work together to break old habits and find a new collaborative approach across the premium web, writes Ozone’s chief operating officer. (Partner content)
When platforms are used to share our differences, it resonates with people. Brands should be tapping in to support and celebrate what makes us unique.
In our workplaces we have normalised crisis culture, where any given request is urgent. It’s time to rewrite the rules and recognise that always being busy is rarely the path to effective, happy careers.
Nearly half of companies are actively exploring or developing generative AI customer service applications.
While we need to integrate how we measure and plan activity across media, we must be careful not to apply overly broad solutions, writes Ozone’s chief revenue officer. (Partner content)