How to flourish in the modern media maze

Olivia Johnson

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment.

How to flourish in the modern media maze

Olivia Johnson

Media Budgets in today's world do not seem to stretch very far. Or not as far as we wish they would. We all know why. Media, especially TV, can be expensive (1). The people we want to connect with are no longer to be found in one place. They have scattered across the plethora of media channels like a herd of startled antelope across the Serengeti. In 1997 there were over 100 TV programmes in the UK that captured an audience of 15 million-plus....

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