More Strategy Leaders articles

MediaCom’s head of planning states the case for relevance as an antidote for the debate around the benefits of personalisation.

But how do you actually identify areas for incremental gains in your performance media and act upon them?

The brand’s excellent Christmas campaign got me wondering what three words my friends in media would use to describe the state of play as we leave 2022 behind.

The basic relationship between reach and business results has “eroded dramatically”, Zenith UK chief strategy officer Richard Kirk argues.

Budgets for research and experimentation in emerging platforms might now face the chop, warns Omnicom Media Group’s chief market analyst.

Davids are disruptive and agile; Goliaths can crowdsource insights, provide stronger measurement, and bet big on traditional advertising.

For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.

Ad load, new planning methods, and addressable media will be ones to watch next year, writes the7stars’ head of analytics.

Strategy Leaders: The relationship between reach and business results has eroded dramatically. We’ve found ‘Right Reach’ is a better predictor of success in a fragmented media system, says Zenith’s strategy chief.

If brands are back, so too is brand management — judging by the events of this extraordinary month for media and advertising.