The short version

Mark Ritson predicted on November 19, 2024: “brands may have ‘gone too short,’ meaning too much budget had gone into ‘lower funnel, short-term performance tactics versus brand investment’” Verdict: Still evolving. No later supplied source directly measures this budget mix shift, though later commentary continues to reflect the same view, implying the issue persists or is still being discussed. The…

Prediction by

Mark Ritson

On November 19, 2024

“brands may have ‘gone too short,’ meaning too much budget had gone into ‘lower funnel, short-term performance tactics versus brand investment’”

Follow-up

No later supplied source directly measures this budget mix shift, though later commentary continues to reflect the same view, implying the issue persists or is still being discussed. The situation is still developing.

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