Time for brands to reach out to the human senses

Andrew Wardlaw of MMR shares key highlights from the first in a series of global events called BE THE CHANGE, which seek to confront key issues facing brand owners.

The case for change

With fragmentation now impacting the media landscape, brand managers are finding it harder to land vital equities with mass audiences. No wonder then that Peter Field & Les Binet point to the long-term decline in campaign effectiveness...