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Media insight and strategy

Caroline Vogt

Caroline Vogt, Global Head of Insight, Aegis Media

There are three huge forces that are shaping the world for consumers and brands:

  • Atomisation - audiences have atomised. Media has fragmented too, there are now hundreds of TV channels. Products have to adapt to being more individual and niche to fit in with this atomisation.
  • Globalisation - the world is now shrinking. It is now interconnected, interdependent and transparent. For brands there is nowhere to hide.
  • Convergence - technology has changed our world, we are all now social, mobile, always on and ready to transact.

Caroline suggested that brands now want consumers to: SeeIt, GetIt, FeelIt, DoIt, ShareIt. The last two are particularly important for charities.

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Watch a clip of Caroline's presentation below: