It is only through the power of experience that we really understand and develop the true craft of media planning, writes OMD UK’s head of planning.
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This year’s winning entry was determined to distribute an idea effectively, rather than allocate a media budget efficiently, writes Laurence Green.
Relaunches still come with a degree of risk and not all work out as planned, warns Hearts & Science’s UK chief strategy officer.
It seems absurd to counter our dwindling attention span with the instruction to ‘make more stuff’, writes Mindshare’s strategy partner.
The IPA’s latest ‘Signals in the Noise’ event heard how there is a danger of data overload and overcomplication.
Strategy Leaders: Behavioural targeting on digital and TV avoids lumping together audiences based on ages and households where advertisers can customise the reach of their campaigns, writes Nina Franck.
Havas’ global managing director of measurement explains why, despite falling out of favour, Marketing Mix Modelling still has a lot to offer marketers.
Bad digital measurement tactics are everywhere, and they need to be reconsidered using common sense.
The IPG Mediabrands agency is rolling out a bespoke algorithm that it claims enables advertisers to optimise media-buying for more audience attention and lower-carbon formats at the same time.
We are in danger of breaching the unspoken contract with our audience that we will co-fund media in return for licence to communicate on advertisers’ behalf, warns Laurence Green.