Brand Equity

Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.

The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.

“Programmatic” media buying can be defined as the use of software programmes to buy advertising space. The software replicates and automates what, in some media, can be a lengthy manual process. Programmatic buying began in response to an almost infinite supply of digital inventory, the impossibility of a human being sifting through every possible permutation to create an optimum campaign and a massive advance in technology.