There has been a total transformation of what advertisers need. A combination of new technologies, new regulation and more sophisticated in-house skills mean agencies have a brand new role to play, with these changes sped up by the outbreak of Covid-19. But ISBA wanted to validate thinking on the new landscape through qualitative research that would provide real insight into why and how brands should respond. As a result, it asked Infectious Media to speak with senior figures at MADE.com, Royal London, HSBC and Deutsche Telekom, as well as media advisor MediaSense.
This white paper that explores the insights these conversations produced to help brands who are looking to seize the opportunities of a digitally transformed media landscape.