Brands are being urged to re-consider the ‘A.R.T.’ of planning, and recalibrate media strategies to acknowledge the importance of ‘attention, relevance and trust’ to advertising effectiveness.

Why it matters

Marketers operating in the pandemic are under pressure to deliver short-term outcomes while continuing to feather the brand nest for future success. Research by Magnetic, the UK trade body for magazine media, and Kantar shows that advertising in quality media environments can help them to straddle this divide.

What should planners be doing differently?

1. Attention: Brands should plan for attention. New tools from the likes of Lumen...