Investing in Creative to Stretch Media Budgets

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The idea of “capturing” an audience is a dying idea. Very few brands have the resources to pound their messages into the minds of their audiences, and even the biggest spenders are finding it harder to interrupt their audiences’ daily rituals.

The brands that are winning and will win going forward are those that evolve from a paid reach orientation — one in which brands exchange money for connections — to an “earned reach” construct in which brands use creativity and relevant utility to earn a place in their audience’s lives and become worthy of sharing with peers.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in