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How to plan your 2027 media budget beyond the major platforms
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Delivering the right message, with the right frequency, to the right people, at the right time. Basic marketing principles, yet surprisingly difficult to fully achieve on-site, let alone off-site. Watch this video interview to understand how Boden's ex-Director of Global Marketing increased the brand's ROI by upwards of 20:1 by doing exactly that.
Speaking at IMRG's Fashion Connect event, David Lockwood, now Head of Analytics at The Tapestry Agency, discusses how building demand over time off-site attracted a highly engaged and incrementally performing audience on-site for Boden.
Interviewed on-stage by Elliott Clayton, SVP, Conversant, David gives advice to fellow retailers on increasing incremental return, based on his experience at Boden and other retailers.
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Like Boden, Scotch & Soda have seen proven incremental revenue growth after switching from one-off campaigns to personalised, always-on media. Read how Scotch & Soda's personalised CRM media works, and how the fashion brand's marketing team's experience has been.
