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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 of...