The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the underlying themes at the recent BIA/Kelsey BRANDS.
But making this perennial challenge more complex is the need to establish or track down brand advertising budget. That includes Co-op dollars — made available by national brands for local affiliates or franchises.
Claiming those dollars has proven challenging however, resulting in lots of money left on the table. So what are the tactics and best practices to unlock and apply those dollars towards the most effective campaigns?