The case for change
With fragmentation now impacting the media landscape, brand managers are finding it harder to land vital equities with mass audiences. No wonder then that Peter Field & Les Binet point to the long-term decline in campaign effectiveness in their book ‘The Long & Short of It’. We’ve reached the point where big spenders like Procter & Gamble are suggesting we all plan for ‘a world without advertising.’
At BE THE CHANGE (London, February 2019), a fresh conference platform that promises to confront today’s marketing issues and offer new thinking and ideas, fragmentation was the...