The market is changing, and so too are media behaviours. That means, as strategists, it’s imperative we scale up ourselves and our approaches too.
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The retailer John Lewis benefitted from a ‘response halo’ by going heavy and early.
Placing the emphasis on qualities we seek and taking the time to explain what we mean by them, could make for a more appealing job description.
Media channels now provide a constant stream of content and give us instant gratification. Brands need a different strategy to stand out.
The way adland thinks about audiences is littered with problems, writes strategist Simon Carr. It’s time to add some further dimensions to its approach.
Brands and media face must acknowledge their place in disposable culture as they seek a new balance for consumption.
Creating a framework for measuring attention will not only help us get more engaging ads in our media, but should also deliver a more sustainable industry as a result.
Measure what is key for each channel and don’t get led on by fancy metrics that don’t do anything for your media objective.
Priming is one of the ways good advertising works and it’s the reason why public and private work together, writes Justin Gibbons.
Global ‘Powerbrands’ with decades of heritage are the fabric of our industry. But now, more than ever, we’re having to evolve our services and ways of working to meet the demands of New Economy brands.