WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database. Find all WARC from Home content here.
This week we feature a masterclass from Faris Yakob of Genius Steals on how brands should behave in different media environments.
He argues that strategic communications planning should consider factors like context, channel effects, historical profitability, and numerous other criteria beyond target audience, cost, reach and frequency. Yakob has developed a media planning pyramid that factors in reported psychological well-being of the audience as well as brand impact, as a tool to help balance plans.
Here’s an excerpt:
If you’re a WARC subscriber, you can access the talk here, and browse our full webinar archive.
For non-subscribers we’re making this webinar free-to-air as part of WARC from Home.
Enjoy the talk!