Greece is in the middle between developed and emerging markets, but closer to the former. So, brand aspiration is diminishing, as the “Meaningful Brands” video shows, at the same time that retailers are becoming the first advertising category. So,… the pressure to brands is double.
In such environment, ideally brands need to have continuity on air and presence on the majority of media, which proliferate all the time. Thus, brands need to streamline fast their advertising efficiently and effectively.
Efficiently: To seek benchmarks (i) to buy media competitively (ii) to connect the results of the particular media they use with the real effect on their business.
Effectively: Make the correct decisions. How much TV, which channel mix, how much Prime Time. Then, how much use of the rest media and how best. Ideally the aim should be to understand the consumer’s journey and be on its path physically, communication wise and on the best suited screens.