Despite a consensus that advertisers need to work harder to reach minority communities, “minority media” owners report that interest remains low. So why is progress in this area so slow?
Measurement, diversity and radical partnerships
These 3 key provocations can disrupt convention and fuel growth, as marketing experts discussed at Wavemaker’s Provocative Perspectives event
Advertisers’ businesses are failing to grow beyond a 10% threshold because of an over-reliance on maintaining the status quo rather than striving for innovation, according to global media agency Wavemaker.
“You’ve probably heard us citing a troubling statistic: that 90% of brands grew less than 10% in market share over the past decade,” said Verra Budimlija, Wavemaker’s UK’s chief strategy officer. “Frankly, that’s not good enough.”
Budimlija was overseeing an online event hosted by the agency, featuring a trio of panel sessions moderated by Omar Oakes,