The key to survival for brand marketers is to ‘live off the land’
The marketing industry, structured around silos that separate media, creative, and experience, faces inherent challenges that must be overcome – especially in an uncertain economy, REUNION co-CEO Stephen Knowles writes.
In times of economic challenges and tighter budgets, the field of marketing faces the difficult task of capturing a larger portion of a shrinking consumer wallet. We are forced to reimagine and reconsider our past strategies.
While budgets have historically seen steady growth, we can no longer take that for granted. The solution lies in embracing and maximising our owned assets, rather than relying on paid or rented resources, delivering creative content through traditional mediums such as broadcast, print, or outdoor advertising.
We need to take a different mindset where the essence of threading a persuasive brand idea through all channels, especially owned, is where brands will win and drive efficiency.
Live off the land – taken straight from Nike written 40 years ago – worked for them .