If the Christmas period is crucial for your business, start your research and planning now to secure inventory, explains Nina Franck.
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The market is changing, and so too are media behaviours. That means, as strategists, it’s imperative we scale up ourselves and our approaches too.
The retailer John Lewis benefitted from a ‘response halo’ by going heavy and early.
Placing the emphasis on qualities we seek and taking the time to explain what we mean by them, could make for a more appealing job description.
At some point, sustained increased investment in a certain tactic will become inefficient. But how do you ensure budget is being optimised?
When you start to build a currency, you’re not doing it for the short-term. It must be enduring and stand the test of time, warns Professor Karen Nelson-Field.
Media channels now provide a constant stream of content and give us instant gratification. Brands need a different strategy to stand out.
The way adland thinks about audiences is littered with problems, writes strategist Simon Carr. It’s time to add some further dimensions to its approach.
Brands and media face must acknowledge their place in disposable culture as they seek a new balance for consumption.
Creating a framework for measuring attention will not only help us get more engaging ads in our media, but should also deliver a more sustainable industry as a result.