Digital FMCG: grow up or poke off

While digital advertising is now firmly part of the mainstream, this article argues that digital has not found a proper role yet for FMCG brands.

Digital FMCG: grow up or poke off

Ian HumphrisLife

Developing a theme that is increasingly moving up the communications agenda, Ian Humphris argues that for FMCG brands, digital hasn't yet found a proper role. Digital messages are too frequently included for the wrong reasons and, as a result, rarely given the scrutiny required for effective integration into the total communications plan.

The recent news that digital advertising spend in the UK had hit an all-time high of £7.2 billion, is further evidence that 'new' media is now firmly part of the mainstream.

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