Has anyone else noticed brands leaning heavily back toward traditional advertising lately? I’m seeing more clients asking for print and out-of-home, even after years of going all-digital.

likeuplifting
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Yes indeed, finally there is good academic evidence for the need of brand building as well as sales activation.

Many articles and brands moving away from purely performance driven marketing.

Lots of clients are looking and listening to the evidence, key thought leaders and case studies that support it.

A win for all.

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Nice one - the below gives a good rounded view. A lot of stuff that we’d most likely deem as common sense, but it’s our area that we work in so familiarity comes into play.

Like anything it’s all dependant on brand, size, life stage, market, budget and so forth. But incrementally this is good guidance to help grow a brand for a fragmented media age.


Tom Roach - overview:
Pt1 https://thetomroach.com/2025/01/12/big-advertising-needs-to-think-small/

Pt2 https://thetomroach.com/2025/01/12/brand-building-in-a-world-of-creative-fragmentation/

https://www.linkedin.com/posts/tom-roach-5b468026_we-keep-getting-told-the-big-ideas-dead-activity-7331597883990810625-U9Jv


Dr Grace Kite - context MMM:
https://www.marketingweek.com/grace-kite-brand-building-count/

https://www.jicmail.org.uk/media/3197/jicmail-conference-2025_the-lots-of-littles-route-to-brand-building_magic-numbers.pdf


Catherine Kehoe - consideration:
https://ipa.co.uk/knowledge/ipa-blog/a-new-era-of-marketing-effectiveness


System 1 - evidence/application:
https://system1group.com/compound-creativity-system1-ipa

Excellent. Back to basics.

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There were countless articles and good academic evidence 2 years ago but client cultures being one of fear…

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Yes and if you were at the picket lines preaching its downfall, you should have to sacrifice your firstborn to switch sides.

You can’t root for its demise then give it high praise without cost.

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People are tired of virtual advertising and prefer tradi advertising. Just like people are tired of online dating and want to return to physical dating.

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Yea, I've noticed more OOH as well

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People prefer to seeing traditional tangible advertisements rather than virtual online one

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