With consumers having to make purchase decisions influenced by seemingly opposing economic and environmental forces, brands need to carefully balance their messages.
More Opinion articles
With marketing budgets squeezed, dynamic digital OOH offers cost-effectiveness, ease of implementation and adaptability.
Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.
The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.
As women navigate personal and professional transitions, the concept of resilience takes on new meaning. It’s about setting a new precedent for success.
Move away from “perfection” and start embracing change, implementing stronger employee value propositions and investing in the talent of tomorrow.
We need metrics that are comparable on a like-for-like basis while recognising that no one single metric shows the best result.
The actions that the industry takes now will have big repercussions further down the line and, if you do nothing, don’t expect a happy ending.
What can politicians learn from influencers about how to reach younger audiences in a big election year?
With consumer attention in short supply amid a complex media landscape, the media and the message need to align better to cut through.