Building a marketing strategy that can adapt

The latest AA/WARC Expenditure Report shows UK ad spend continuing to grow, but the bigger story is how brands are responding to an increasingly fragmented media landscape.

Our chief strategy officer, Ric Hayes, argues that trying to predict what's coming next is a losing game. The smarter move is building a marketing strategy resilient enough to adapt.

That means investing in the parts of the toolkit that hold their value over time, not leaning too hard on any one platform, and staying flexible enough to shift budget the moment something stops working.

Read Ric's perspective in Campaign UK.