Brands have been pausing advertising activity at the slightest risk for years. Why then, asks World Federation of Advertisers global diversity ambassador Belinda Smith, are so many continuing to push brand messages in the midst of a violent face-off? I have been working in either marketing or digital media for the past 13 years. During this time, I’ve gone from brands to startups and back in-house, and over this course I’ve learned a lot. In an industry that lives and dies on media dollars flowing from brands, the key to success is being sharply attuned to everything your client (or company) wants and needs, and using that knowledge to be the ultimate steward of its budgets and campaigns. The art of knowing where to pause or stop a campaign is media management 101. It is pause first, ask questions later.
Read more at: