Summary
Brands are radically rethinking their media strategies. Rather than chasing mass‑reach through TV or print, marketers are channeling more budget into personalised engagement—via influencers, immersive brand experiences, and organic social. Senior executives from Unilever, Kraft Heinz, Cadbury, Mastercard, McDonald’s, and Coca‑Cola argue that modern effectiveness comes not from broadcasting to many, but by having meaningful, one‑to‑one interactions. They question whether traditional “fire-and-forget” advertising truly lands with today’s audiences. This shift could redefine how brands build trust, connection, and long-term impact.
Marketing Week
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