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.
As pressure builds for brands to introduce net zero climate targets, are we doing enough to safeguard advertising as a driver for sustainable growth?
Amidst uncertainty, and under pressure, how can marketers quickly and credibly build new strategies and comms plans? Richard Kirk, CSO at Zenith, offers his advice.