Ep#3 Connections Role in Effectiveness
David Broad
Fmr. Marketing Strategy Director
Spotify
New York
Connect with David
LinkedIn
In this final episode in the series, we talk about Connections Planning from the media agency perspective. Influencing effectiveness is tough in this role. You straddle the worlds of creative ideas and media message distribution. And there are many factors stacked against you. Many you have no influence over, such as media selection, struggles with achieving right reach, SOV’s more limited correlation to share growth and mental availability.
John Wanamaker’s decades-old saying that “50% of my advertising budget is wasted: the trouble is I don’t know which 50%” is still valid. Today, in an age of unlimited data, that % might be even higher. Thanks to WARC for sponsoring this three episode series.
