MMMs’ rise in prominence has been accompanied by some misleading criticisms. Allow me to dispel some of these and work out how to build better models.
More Strategy Leaders articles
A campaign last Christmas used a distinctive mix of media placements to showcase the brand’s premium credentials.
Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.
While MMM is generally a good technique for judging channel effectiveness, we must be aware of its various blind spots — most notably, the way it undermines the importance of brand-building.
GroupM’s latest research and a Jamie Paterson chant both highlight the importance of local pride and regional nuance — and why brands and strategists must understand this.
To cut through the noise, brands must focus on genuine engagement. It requires a complex understanding of attention that varies based on brand and consumer interactions with devices, content, media and platform.
Following the recent ruling on Meta’s privacy intrusion, Thinkbox’s new CSO explores how advertising can deliver relevance without the stalker vibes.
There is big change on the horizon for the media agency landscape. Here are six key trends to watch.
Change is cyclical and recognising these cycles creates opportunity — after all, what’s old is new, what’s new is old. The chance to grow brands now is significant.
| Maria Iu
The Heineken brand opened a corner shop complete with a dance floor as it adopted a social-only media plan for the first time.