Changing channels with confidence: A structure for innovation

Duncan Southgate and John Svendsen
Millward Brown

New media channels are emerging all the time, and marketers are often unclear how to choose among them.

While they are accustomed to changing the creative content of their campaigns on a regular basis, there is no automatic driver that encourages the adoption of new media channels, and marketers themselves may be disinclined to make changes. Changing established media allocations is risky; weighing the options requires time and effort. The fear of making the wrong decision can make exploration seem daunting.

But avoiding innovation carries its own risk. The world moves forward, and those who don't advance with it will be left behind. Marketers need a way to embrace change without being swallowed up by it. How can they manage that process?