Balancing for Breakthrough: Finding the Right Media Mix to Cut Through the Clutter

When Adidas moved all their media spend to digital in an effort to become “digital first,” it seemed like the obvious move. Consumers were flocking to online platforms, traditional media was supposedly dying, and everyone was preaching digital transformation. But a few years later, Adidas quietly reversed that decision. Why? Because it didn’t work. Their brand salience suffered, and their business results showed it. The campaign didn’t break through the clutter the way they had hoped.

And that’s exactly the dilemma facing many marketers today.

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