At VML’s Cannden Beach, a panel discussed the value of long-term strategy and consistency in an environment that is constantly changing.
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The campaign, which showcases a new brand identity, spans TV, VOD, cinema, OOH and social platforms.
The AA and Media Smart had to take “a unique approach” to raise awareness among young people following the surprise general election date.
Many traditional spots were out of bounds, so agency Media Bounty went with a more “guerrilla” feel.
The chocolate brand appealed to Londoners to “elect” its peanut butter-filled egg as the “superior crème-filled egg” during Easter.
It’s a media planner’s job to understand a client’s business, diagnose problems and find answers to them. Imagine doing all that work, only to find the solution had been picked before they started.
Amazon’s audiobook service Audible’s three-phase disruptive campaign for its title 1984 that “no page was left unturned’ in the campaign.
However, we do have an opportunity to take on a consultative and diagnostic role as CMOs’ remits broaden and they ask more of their partners.
Leading strategists responded to questions about best practices for media planning at The Future of Brands 2024.
Spot attribution has enabled us to make TV accountable like digital, but it’s a narrow measurement that misses the true power of TV.