Speaking alongside Dallas Wiles, Commercial Director of JCDecaux were Karen Stacey of DCM, Jonathan Allan of Channel 4, Stuart Mays of Global and Natasha Murray of Guardian News & Media, chaired by Gideon Spanier of Campaign.
Karen Stacey spoke about the impact, reach and salience of big brand media, Jonathan Allan underlined the reach, frequency and trust of ‘proven media’ while Stuart Mays argued that data should be used selectively to move away from data-driving short-termism.
Dallas Wiles underlined how successful brands benefit by using media that delivers big reach and fame, highlighting the success of easyJet using TV and Outdoor. He predicted a return to a balance between branding and activation, given widespread knowledge among clients of the 60-40 branding-activation ratio for success, outlined by Binet and Field.
Trust and relevance was at the heart of Natasha Murray’s pitch, “With brand safety high on the agenda, advertisers are even more sensitive to now where their advertising is placed. There is without a doubt a resurgence in the core advertising principles of trust and quality, attention, creativity and context. So I ask you to think long and hard about the impact of your advertising spend decisions – and if you strip out everything that our advertising platforms stand for – what exactly are you left with? What is your brand’s point of difference? The question isn’t “are we falling into legacy?” - the question is “are you putting your brand first?”