Channel planning: Effectiveness lies in channel integration

An effective campaign in the 1990s used an average of three media channels; in 2010 it used seven. We can infer that campaigns are using more channels by spending less on each.

Effectiveness lies in channel integration

Tim BroadbentOgilvy & Mather

Today's most effective campaigns use twice as many channels as in the 1990s, but using multiple media specialists can cause disjointed, confusing advertising.

An average effective campaign in the 1990s used three media channels. Effective campaigns in 2010 used seven channels, judging by this year's entries to the IPA Effectiveness Awards and the Warc Effectiveness prize. It is highly unlikely, to put it mildly, that brand communication budgets have more than doubled in real terms over this period. The implication is that campaigns are using more channels by spending less...

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