It appears global forces are reshaping our behaviours and preferences, and businesses will need to adapt their brand strategies alongside them.
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Strategy Leaders: Retailers, it’s time to connect with your customers, become more personal, embrace sustainability, and infuse creativity into your brand, writes Havas Media UK’s head of strategy.
Traditional media channels offer high-quality environments and better chances of attention, but digital channels are often accepted or ignored despite concerns around ad quality and effectiveness.
Saturation and economic factors are limiting investment and increase competition. TV buyers must consider additional audience research and varied channel mixes, writes VCCP Media’s AV director.
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’.
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.
Older audiences are often an overlooked growth segment, and we can no longer assume that they’ll simply overhear our advertising because of the way media ages up, writes Wavemaker’s strategy chief.
Our industry has been distracted by measuring things in media that don’t actually matter, writes VCCP Media’s head of digital.