Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty.
More Strategy Leaders articles
Synthetic research can be a game changer for media strategists — so long as its limitations are taken into account.
ITV set out to explore how young people really watch TV. What we uncovered about TV’s cultural role in the UK was even more surprising.
Our young talent is lacking the foundational thinking that turns a media planner into a strategic partner. We are all responsible for nurturing a generation to think, not just do.
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.
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.