Blog
We write only about what we actually work through with clients. Fewer pieces worth reading beats a steady supply of nothing.
The first 24 hours of a media crisis: what to do first
Facts, a single spokesperson, a holding statement, pausing paid campaigns and monitoring. What matters in the first hours of a crisis and what to avoid.
Read more →Paid and earned media: why advertising and PR go together
The PESO model, the line between an advert and an editorial piece, and why media buying and press work are best planned as one campaign with one message.
Read more →Billboard or radio? How to plan a regional campaign
Regional radio, out-of-home or local press? What each channel does well, how much frequency it needs and how to combine them so a regional campaign works.
Read more →Campaign evaluation: the check that gets skipped
What a campaign evaluation is, what it compares — plan against what aired, GRPs, times and positions — and what happens when a campaign under-delivers.
Read more →Television in the streaming era: why linear TV still earns its place
Linear TV still builds brands faster than most channels. How to combine it with broadcaster VOD and HbbTV, and where performance digital takes over.
Read more →The rate card is only the opening bid: what a TV campaign really costs
Cost per point, seasonal indices, spot-length factors, position premiums and discounts. Why a broadcaster's rate card tells you little about the final price.
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