“As you add more channels to your campaign, does it make it more effective?”

Mark Ritson – an adjunct professor at Melbourne Business School, a columnist for UK-based trade title Marketing Week, and a branding expert who honed his craft guiding companies like beauty retailer Sephora, consumer packaged-goods giant Unilever, and social network LinkedIn – has an answer for this fundamental question for brand custodians.

“The more channels you add to your execution, the more effective it will be,” he explained. “Provided you can handle the complexity, and you have enough budget to hit that minimal S-curve return, more channels will give you a return.”


Mark Ritson, professor, Melbourne Business School and columnist, Marketing Week