Meeting overview and presentations from WFA’s Media Forum on 27 October 2021.
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On the agenda:
Going long and short: Getting the global balance right
That media effectiveness is in decline due to so called “short termism”, has been well reported on, with luminaries such as Peter Field and Les Binet leading the charge.
Clearly digital has been a big factor in leading us here. And it doesn’t help that the tools for measuring long term brand health are challenged. In this session, Gianluca Toccafondi (Global Integrated Media Manager, IKEA) and Michel Lambert (ex Global Media Director, Carlsberg, P&G and others) reflect on the day to day challenges of getting the balance right between long and short term media strategies from a global role.