PwC’s Russel Howcroft Urges Brands To Get Back To Basics

PwC’s Russel Howcroft Urges Brands To Get Back To Basics

The future of ad spend is all about getting back to basics, and digital shouldn’t dominate brand’s marketing budgets, according to PwC chief creative officer Russel Howcroft.

Speaking recently on ANZ’s bluenotes podcast, Howcroft said that while it is crucial for businesses to fully digitise themselves, they shouldn’t abandon traditional advertising forms.

“Every business needs to use the opportunity to get all the incredible efficiencies and capabilities of the digital world in how they function as a business,” he said.

“What we [also] need to do is have another look at our marketing spend and go back to some really basic stuff – reach analysis, audience analysis, spend mix, how much money is too much money in any given medium.

“I think all that stuff has been lost in the post-great recession world.”

Howcroft also recommended brands further analyse how much focus they need to be placing on social media, as well as its return on investment.

“We have piled in to social media as this ‘cure all’… let’s just stop and have a really good analysis for all these things,” he said.

 




Please login with linkedin to comment

ANZ bluenotes pwc Russel Howcroft

Latest News

“There Is Room For Advertisers To Keep Entering The Podcast Space”: Corey Layton On The Success Of Podcasts & What The Future Holds As iHeartPodcasts Celebrates 4 Years
  • Media

“There Is Room For Advertisers To Keep Entering The Podcast Space”: Corey Layton On The Success Of Podcasts & What The Future Holds As iHeartPodcasts Celebrates 4 Years

ARN’s iHeart has celebrated its fourth birthday, marking a remarkable journey of dominance and growth in the country’s podcasting landscape since its launch on February 25, 2020. Lead Image: iHeartPodcast creators at 4th birthday celebration Over the past four years, ARN’s iHeart has firmly established itself in the Australian market. The platform has seen an […]

Wendell Sailor, James Graham & Wade Graham Among Triple M NRL Commentary Lineup
  • Media

Wendell Sailor, James Graham & Wade Graham Among Triple M NRL Commentary Lineup

Triple M NRL is ready to rock the 2024 NRL season with the best names in the business, including league legends Wendell Sailor, Gorden Tallis, Ryan Girdler, James Graham, Wade Graham and current player Aaron Woods. All are set to headline Triple M’s all-star NRL commentary lineup for an epic 2024 season. With a big […]

Asembl Luanches Golden Gaytimes Inspired Biscuits In Partnership With Griffin’s Marvels
  • Campaigns

Asembl Luanches Golden Gaytimes Inspired Biscuits In Partnership With Griffin’s Marvels

Brand extension agency Asembl has whipped up a wonder in every bite with the partnering of Streets’ Golden Gaytime and Griffin’s Marvels for the first ever Golden Gaytime Inspired Biscuits. Available now from Coles stores nationally and online, the Griffin’s Marvels Golden Gaytime Inspired Biscuits are a wonder in every bite – irresistible Golden Gaytime […]