Should Digital Lead The Brief?
Media fragmentation is leading to a challenging battle for the attention of an "always-on" consumer, who now has greater control over how they engage with brands. Yes, digital is on every marketers' radar, and investment in digital advertising is rising in comparison to other media, and some brands are even allocating their entire budget against digital. This is the "new normal". But does that mean digital should be the lead in the creative brief? Perhaps not, but there are lessons that digital can offer the creative development process. Learn more by downloading our recent Point of View.
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