How Brands Pick Platforms
How much do clients care about their brand presence on particular platforms? They know “there are certain platforms where content can be more successful,” says John Robinson, SVP of Creative at Digitas. What works on Twitter might not work on TV, and visa versa, he tells the audience at OMMA Global. Robinson, however, says brands are “not necessarily beholden to one platform,” and the greater the overall media presence they can achieve the better. That said, a lot of Digitas’ clients are looking to reach increasingly targeted audiences, which requires the agency to pick its platforms very carefully.