EP103: Monique Claassen: Kantar SA Media Master Chef - Dishes up 3 Delicious Media Dilemmas
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In this episode of The Doc and The Guru podcast we with chat with Monique Claassen – Head of Insights at Kantar about the latest Media Reactions 2021 report and some of the recipes for advertising success featured in Media Master Chef 2021.
The Media Reactions report explores some of the remarkable disconnects between marketers and consumers when it comes to planning a media campaign. And some of the halo effects can we expect from different media environments.
When it comes to media can you put a price on trust? And when it comes to advertising can you put a value on Diversity and Inclusion. The Warc guide to Conscious Media Planning 2021 identifies Diversity & Inclusion as a crucial campaign dynamic and urges marketers to embrace social issues. To think in terms of ‘inclusion check lists” not just “exclusion check lists” in campaign planning.
But what happens when the check box doesn’t work?
We discuss the recent John Lewis campaign and what constitutes an authentic human narrative in any ad campaign. You can tick the box but do you need to get the audience’s approval first?
This conundrum is highlighted by 3 deliciously prepared dilemmas
• The Digital Dilemma. Are consumers in South Africa generally much less positive about ads in online channels than offline channels?
• The Global Dilemma. How do you balance the benefits of scale of the global media platforms with the promise of greater relevance from local media gems?
• The Innovators Dilemma – How do you go about finding the balance between digital and legacy media?
Intrusive media messaging may deliver guaranteed big numbers but at the end of the day you might just be measuring your reach against people who simply resent your messaging.
Join us on the Doc and Guru podcast as we journey Back to The Future to rediscover that some things haven’t changed.
It’s still not just about the numbers.
The Media Reactions report explores some of the remarkable disconnects between marketers and consumers when it comes to planning a media campaign. And some of the halo effects can we expect from different media environments.
When it comes to media can you put a price on trust? And when it comes to advertising can you put a value on Diversity and Inclusion. The Warc guide to Conscious Media Planning 2021 identifies Diversity & Inclusion as a crucial campaign dynamic and urges marketers to embrace social issues. To think in terms of ‘inclusion check lists” not just “exclusion check lists” in campaign planning.
But what happens when the check box doesn’t work?
We discuss the recent John Lewis campaign and what constitutes an authentic human narrative in any ad campaign. You can tick the box but do you need to get the audience’s approval first?
This conundrum is highlighted by 3 deliciously prepared dilemmas
• The Digital Dilemma. Are consumers in South Africa generally much less positive about ads in online channels than offline channels?
• The Global Dilemma. How do you balance the benefits of scale of the global media platforms with the promise of greater relevance from local media gems?
• The Innovators Dilemma – How do you go about finding the balance between digital and legacy media?
Intrusive media messaging may deliver guaranteed big numbers but at the end of the day you might just be measuring your reach against people who simply resent your messaging.
Join us on the Doc and Guru podcast as we journey Back to The Future to rediscover that some things haven’t changed.
It’s still not just about the numbers.
