In the maelstrom that is 2020, media teams are facing enormous pressure to do more with less to help brands stay relevant, nimble and engaging. All of this at a time when consumers are adapting to new norms and also challenging brands to be transparent about their values, policies and actions.
While “our crisis habits have prompted some permanent shifts in behavior… the traditional ways of interacting and transacting are being completely redefined. Future media activity needs to be driving towards systemic change,” says Ellie Bamford, VP and Head of Media & Connections for R/GA US, on the latest FutureVision podcast.
Bamford and her team are helping R/GA clients get sharper with their targeting to navigate reopening. That includes gravitating towards brand-elevating, consumer-first choices — and reaching audiences without funding toxic media environments and bad actors.
On the exclusionary list: publishers such as Fox News and Breitbart News that are promoting hate speech and misinformation during a politically charged election year and historic movement for civil rights.
In this podcast conversation, she explains how to be more consumer-centric and strategic about media; shares fresh thinking around targeting and direct-to-consumer shifts; and highlights the need for more prioritization of context and control to connect authentically with audiences.
Want to be part of the conversation? Get in touch with us at futurevision@rga.com.
