R/GA New York
Tue, 14 Jul 2020 13:47:34 GMT
In the maelstrom that is 2020, media teams are facing enormous pressure to do more with less to help brands stay relevant, nimble and engaging. All of this at a time when consumers are adapting to new norms while also challenging brands to be transparent about their values, policies and actions.
While “our crisis habits have prompted some permanent shifts in behaviour… the traditional ways of interacting and transacting are being completely redefined. Future media activity needs to be driving towards systemic change,” Ellie Bamford, VP and head of media and connections for R/GA US, tells FutureVision managing editor Shirley Brady on our latest podcast.
Ellie and her team are helping R/GA clients get sharper with their targeting to navigate reopening. That includes gravitating towards brand-elevating, consumer-first choices—and away from toxic media environments and bad actors.
On the exclusionary list: publishers such as Fox News and Breitbart News that are promoting hate speech and misinformation during a politically charged election year and historic movement for civil rights. As Bamford argues, brands can reach their target audience without funding toxic channels.
In this podcast conversation, she explains how to be more consumer-centric and strategic about media; shares fresh thinking around targeting and direct-to-consumer shifts; and highlights the need for more prioritisation of context and control to connect authentically with audiences.
"We have an even greater personal responsibility and opportunity as media investors to take action." said Ellie Bamford
Her advice is rooted in the 'new normal'- or at least the 'next normal' - for the media market in the Covid-19 downturn as the world navigates reopening. Taking a human-first stance means embracing the courage to make needed changes, not temporary fixes with the hope that there will be a return to old ways.
“There are big challenges ahead for all of us, but it is a moment for transformation—and in some ways a very long overdue one,” she says. “It’s changing, it’s new. So we have to stay close to that in how it's going to evolve and how we would measure success.”
A big part of measuring success is not supporting media environments that are hurting, instead of helping, consumers—which makes brand safety more important than ever.
“It's our job to protect our clients by controlling, to the best of our ability, through tools and manual monitoring where their media shows up and avoiding misinformation and controversial and hateful content,” Ellie notes. “And right now, we have an even greater personal responsibility and opportunity as media investors to take action.”view more - Creative
Categories: Media and Entertainment, Streaming ServicesR/GA New York, Tue, 14 Jul 2020 13:47:34 GMT