Mumbrella 360: ‘How Media Works’

Sydney | 13 June 2019 –

Last week, Stuart Bailey presented a session on ‘How Media Works’ at Mumbrella 360.

‘How Media Works’ is a book – written by leading academic Professor, Karen Nelson-Field, in partnership with PHD – on how to maximise media, focusing on aggregated and scientifically tested patterns through a collection of evidence-based knowledge. It aims to provide a meaningful guide for advertising practitioners, demonstrating the importance of the media buy in a world where creative is considered King.

Nelson-Field joined the conversation too, via video, addressing three key take-outs from the book:

1. Heavy buyers typically respond to short term activation campaigns
2. Overt branding only positively impacts sales
3. The concept of free reach via viral is a made-up concept by those who stand to gain from its existence

While Bailey addressed the challenges in the digital age – including the addiction to short-termism and an over-reliance on efficiency over effectiveness – he left the audience with five key points on what marketers should do now:

1. We are marketing in a digital age; rigour is rigour, whatever the channel
2. This means Measurement is for life and not just for Christmas sales. Continue to move from diagnostic to causal metrics, using scientifically sound and replicable methods
3. When using advanced targeting options ensure these align with key planning principles
4. Tech and data are only as good as the people using them; make sure they line up with your unique requirements, resources and roadmap
5. Don’t let technology define your marketing, use it to enable great work

Mark Coad then led a panel session with leading marketers from H&R Block, Unilever and Volkswagen Group, exploring the implications presented by ‘How Media Works’ on the practice of marketing and media communications.