Navigating a Once-in-a-Generation Media Market with Media Veteran Eric Fischer
One of the consequences of the pandemic is media prices fluctuating in ways we haven’t seen in a generation. Put another way, just as stocks are on sale, relative to their recent highs, so, too, is media. This episode with media veteran Eric Fischer discusses how brands and their agencies should adjust to this new reality to get out-sized results from their media investments.
We invited Eric Fischer, the founder of HJA Strategic Marketing and an adjunct professor at Arizona State University Walter Cronkite School of Journalism, to join us for this topic because he has navigated moments that possessed similar market dynamics. Cumulatively, Fischer has nearly 30 years of experience in both agency-side and client-side roles, including with the NBA, Walt Disney Company, Clear Channel, and several other blue-chip companies.
He shares how brands and agencies should balance or re-balance their brand and short-term activation budgets and explains why building share of voice and brand equity are compelling strategies to take, even though they are unfortunately most prosperous in times of a tough market.