More Strategy Leaders articles

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.

Tesco has created three bespoke ads to be “contextually relevant” to three genres of ITV’s programming; reality, sports and family film/entertainment.

Where marketing principles have been followed, they seem to work. But there are still too many instances today where it has never been tried, writes Hearts & Science’s strategy chief.

Broadcaster video-on-demand (BVOD) offers predictable returns, incremental reach and increases effectiveness of linear campaigns, according to a new study commissioned by Thinkbox.