One year on from our book, we now have more case studies that show being sustainable increases competitiveness, future-proofs business, engage new customers and attracts the best talent.
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Isba and MediaSense can’t make this complexity disappear, but we have collaborated to publish a short paper setting 10 key considerations to help guide marketers through this landscape.
The marketing funnel isn’t perfect, but its fundamental logic still holds: people don’t buy things they’ve never heard of. Marketing is just evolving, as it always has.
Thirty-five years after inventing the world wide web, Sir Tim Berners-Lee is still trying to create an internet that maximises social good. His core mission is to decentralise the web by liberating data from tech platforms.
Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.
Recent attacks on DEI impact the sector’s creative potential, its financial sustainability and its ability to connect with modern, diverse audiences. Some good work is being done, but there is much more to do.
Precision-targeting may be seductive but comes with limitations. Here’s how agencies and brands can navigate the shifting sands of data-driven marketing.
Alongside Radiocentre’s new research, Bauer urged the industry to focus on trusted media, agencies discussed integrating audio into media plans and System1 explored creative consistency.
From the high court overturning its rulings on two GB News shows to the start of its enforcement of the Online Safety Act, Ofcom finds itself defining or refining where media balance should lie in an increasing contentious age.
The earliest that DTT will be retired is 2034. Given the risks involved, the industry and consumers need clarity over its future. Decisions need to be taken and plans put in place to ensure no-one is left behind.