We are spending too little time and resource preventing message fragmentation across the long run.
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The downturn is an opportunity for the advertising industry to align more closely with clients’ business objectives.
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The British Heart Foundation got seven mainstream advertisers to interrupt their own radio ads for a “disruptive” campaign last month, but how did they get the brands to agree?
Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.
If we rush to promote/enforce attention as a North Star, opportunists will game the system and digital advertising will become an even worse cesspit.
Radiocentre’s planning chief responds to a recent review of the radio marketing body’s new Radio Planning Optimiser tool.
Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness, writes Thinkbox’s research and planning director.
Christians don’t just spend money at Christmas. Why would you assume LGBTQ+ people only buy products during Pride month?, asks UM’s strategy chief.