Media spend has always been a crucial element of the brand mix - the only attribute that varies from brand to brand is the amount invested. It has also been no industry secret that year-on-year, many brands have had to shorten their purse-strings and become a lot more strategic with their media investment to either retain or gain market share.
Coupled with the above, the last decade or so has seen additional attributes to the media mix, which have further complicated the process of determining a brand's strategic path to reaching their consumers and stakeholders. These include:
Media titles becoming media brands with their print or broadcast offering now becoming a segment of their brand
The rapid growth of technology
The Information Age
Modern-day habits of consumerism as it impacts media consumption
As communications specialists, we believe we are ideally placed to understand these attributes and the impact they have on developing a media strategy that best delivers return on investment.