Fiona Blades, MESH Experience CEO, and Sander Bosch, Global CMI
Fiona Blades, MESH Experience CEO, and Sander Bosch, Global CMI Manager Digital Insights at Heineken spoke about why Context is Queen at the IIEX Amsterdam
They highlighted the hidden gems along the path to purchase where shoppers engage emotionally. For instance, on premise bars and restaurants are a powerful place to show case brands. Ads that work in the cinema can demand too much attention on TV, calling into question traditional pre-testing approaches.
Learnings were shared on the way people respond to – this differs by time of day for service vs. packaged goods. Advice was given on how to manage your advertising during periods of negative news and which type of touchpoints and messages bring out those skeletons in the closet.
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