In the last decade, communications strategy has fallen by the wayside as a standalone discipline, re-absorbed into account and media planning.
In light of increased concerns about programmatic fraud, non-viewable impressions, brand safety, and the efficacy of micro-targeting, communication strategy has once again been summoned to the table, to make sense of the mess we’ve made.
In this presentation, we dive into:
+ What is modern communication strategy? Who owns it? Who should?
+ How is it done? What are the key considerations and tools?
+ Not all impressions are equal—How do brands and agencies navigate an increasingly complex set of choices?
+ What should brands do in media that makes people feel unwell?
+ What is the Media Pyramid for Balanced Media Plans?
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