Jessica Goodfellow
Aug 2, 2019

Obsession with hypertargeting means brands are becoming ‘culturally invisible’, says MediaCom

Striking the right balance between narrow targeting and broad brand-building, between inhousing and outsourcing, and between generalist and specialist is still puzzling brands.

In the pursuit of hypertargeted, performance-driven advertising, brands risk becoming “culturally invisible” by ignoring the more traditional brand-building channels like out-of-home, according to MediaCom regional account director Dejan Kutnjak.

Speaking at Xaxis DeViate 2019, Kutnjak spoke of the current “struggle” that media agencies like MediaCom are having in communicating the validity of traditional media channels, as more clients “look for ROI in everything”.

“More and more clients are focused...

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