The short version

Mark Ritson predicted on November 19, 2024: “brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.” Verdict: Partially right. Commentary and some budget rebalancing support the idea that brands are starting to realize this, but the shift is not universal.

Prediction by

Mark Ritson

On November 19, 2024

“brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.”

Follow-up

Commentary and some budget rebalancing support the idea that brands are starting to realize this, but the shift is not universal.

From the High Caliber AI network — see the AI for PR module in the course.