In this month’s Media Leader, myself and fellow planning partner Nina Franck have contributed our thought pieces on media strategy given current conditions, both in the overall economy and on measurement in the industry.
First up, Nina in her monthly column addresses the cost of living crisis in the UK and how to navigate media communications, with consideration of how to communicate to folk during recession, with lessons from Covid. To her point, pick your battles, and ‘find a genuine empathetic message with substance or leave it’!
I then added my quarterly regarding the highly touted metric of attention, and concerns on unintended consequences and the potential rise of bad actors. As the headline says ‘Can I have your attention (at any cost)?‘ considers the perils of poorly planned media, intrusive formats and more in a world which is yet to define what good attention really looks like.
In short, only communicate sympathetically if you can back it up with sympathetic action, and err on side of caution with this new ‘attention’ hysteria.
Thanks to The Media Leader for publishing these key messages.