Getting the Max from the Mix Rethink

Traditional and digital media have long operated in silos, and with an ever increasing number of screens and platforms it can seem overwhelming and bring a temptation to revert to old media habits rather than try to master a new art. In our final episode of the series, two industry heavy hitters share their recipe for tasty media ROI. As always, the secret is in how they mix their ingredients! Welcome to Rethink, a podcast by Think with Google. We’ve been through so much together this season!  We’ve looked at how to grab people’s attention, we’ve highlighted how diverse creatives and workplaces are smart business and we’ve worked out that people will actually watch your ads, as long as they’re good!   And in the final episode we’re focused on the media mix and how to make sure you get the best bang for your buck. Today’s challenge is all about the best mix for a mid/post covid world... “I get how we now have 10x more media options than there are hours in the day, which I guess reflects how consumers spend their time now. But everyone seems to have an opinion on the ‘right mix’ to drive effectiveness.  To help work out the best way to divvy up your marketing budget in this fragmented media landscape we chat to Rachael Powell, Google’s Head of Consumer and Market Insights. Brent Smart, Chief Marketing Officer for IAG, shares why emotional storytelling needs to play out over a variety of screens if you're really going to hit people in the feels and connect with them. And to bring it home, we check in with Mark Lollback, CEO of Group M Australia who shares his experience of getting the mix right using the three C’s - channel, context and creative planning.  If you’re ready to give things a stir and rethink the mix, check out this episode... FURTHER READING For advice on how to put together the optimal media mix check out the latest from Think with Google… Check out the latest trends and insights to rethink your mix – g.co/rethinkthemix Les Binet, Mark Ritson and Paul Sinkinson talk marketing effectiveness in our latest Think with Google virtual brekkie. Catch up on demand here. What you should be doing right now to rethink your media mix.  For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton