{"id":156456,"date":"2026-02-02T11:14:58","date_gmt":"2026-02-02T16:14:58","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=156456"},"modified":"2026-02-02T11:14:59","modified_gmt":"2026-02-02T16:14:59","slug":"agility-under-pressure-rethinking-media-planning","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/agility-under-pressure-rethinking-media-planning\/","title":{"rendered":"Agility Under Pressure: Rethinking Media Planning"},"content":{"rendered":"","protected":false},"featured_media":156450,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-156456","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260202","expert_source":"dac-team","author":87584,"duration":"14 minutes","title":"Agility Under Pressure: Rethinking Media Planning","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/D-ocx0jkIus?si=qK7jOyFCkvpLZeD8"},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/4f563399-ff0d-4453-a3ea-c80b07ea4008\/8be61af5-b74e-4d00-b22d-93a79482a4f4\"><\/iframe>","promotional_listen_text":"Listen now on your favorite platform","content":"<span data-contrast=\"auto\">With tighter budgets, fragmented channels, and growing pressure to deliver results, how can marketing teams stay agile without adding more noise?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">In this episode of\u00a0<\/span><i><span data-contrast=\"auto\">Shift Happens<\/span><\/i><span data-contrast=\"auto\">, Nasser Sahlool speaks with Luke Regan, VP and Managing Partner at DAC UK, about navigating disruption through smarter planning. Together, they discuss how AI can enable efficiency when grounded in strong data, why experimentation and incremental change matter, and how aligning media with business operations drives sustainable performance.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155038,"tip_title":"Marketing agility is essential in a disrupted landscape.","tip_content":"With tighter budgets and rising expectations, brands must build flexible strategies that respond quickly to change rather than chasing every new tactic. "},{"tip_image":155038,"tip_title":"AI delivers value only when grounded in strong data foundations.","tip_content":"AI-powered tools drive efficiency and insight when supported by accurate, connected data and clear feedback loops across the organisation."},{"tip_image":155038,"tip_title":"Cross-functional alignment turns planning into performance.","tip_content":"When media, finance, operations and CRM teams work from a shared plan, marketing becomes a compounding performance engine rather than a siloed function. "},{"tip_image":155038,"tip_title":"Agility improves results when media planning reflects real conditions on the ground.","tip_content":"Moving beyond a single national plan to more nuanced, location-aware strategies helps brands allocate spend where it delivers the greatest impact. "},{"tip_image":155038,"tip_title":"Explore how agility becomes a true competitive advantage in modern media strategy.","tip_content":"Read more in Forward in Media Strategy: When Agility Becomes Advantage.\r\n\r\nRead more in <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/forward-in-media-strategy-when-agility-becomes-advantage\/\">Forward in Media Strategy: When Agility Becomes Advantage.<\/a>"}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to Shift Happens. My name is Nasser Sahlool. I lead Strategy at DAC. A little while ago, my producer here, asked me to incorporate some, pop culture references, which, when\u00a0you're\u00a051 years old, makes you question your decisions in your life and your career.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But thankfully, I have somebody here who -\u00a0I'm\u00a0not actually sure how old you are, Luke, but you certainly look about the same age as I am. But, joining us today is Luke Regan, he is our UK VP and Managing partner. Luke brings an enormous amount of experience in strategic planning, in running media programs, and working directly with clients at the enterprise level, both in the UK as well as across Europe. Welcome to the show, Luke.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank\u00a0you Nasser. Great to be here. If you are asking my age, exceptional vintage 1981. Which is a particularly great vintage I think, for the UK. So,\u00a0that's\u00a0where\u00a0I'm\u00a0from. And\u00a0yeah,\u00a0I've\u00a0been doing this for over 20 years in the UK.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I did start with quite a lot of hair and that gradually disappeared, from working in the maelstrom of marketing and how\u00a0it's\u00a0been changing over the years. And obviously now more change and disruption than ever. So, luckily\u00a0there's\u00a0no more hair to pull out, so here I am.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">All right. Well, as a man of that specific vintage and as a favorite son of Manchester, I think the closest we can get to are some Oasis references, because we can\u00a0probably work\u00a0with something like that. Right?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We can.\u00a0And,\u00a0being in here in Toronto in January,\u00a0there's\u00a0not much sunshine, as we say in Manchester. So,\u00a0that's\u00a0certainly something\u00a0I've\u00a0experienced in this brutal winter that you have in here.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, you just got to roll with it, right?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0very good.\u00a0Yeah, some might say.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">All right. So, one of the things that I wanted to talk to you about today is just around planning, right? And planning for clients. Planning for customers. We know the budgets are tight. We know the channels are all over the place, and leadership wants results now. But with all the AI hype, is it\u00a0actually helping\u00a0or adding more noise? How are marketing teams supposed to navigate in this environment?\u00a0So\u00a0I think if I were to ask you just how disrupted is the current landscape in your perspective?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0hugely disrupted. I think\u00a0it's\u00a0probably,\u00a0it's\u00a0as good as it is difficult. So, for the biggest time, I think for, for many, many years, it feels like advertising and marketing are really, really integrated now with everything that a business does. And we can't really just go off in a corner and run media, we now need to be integrated with our clients, both from the media team that we deal with, of course, but increasingly finance, pricing, operations, CRM, all these departments, even\u00a0through\u00a0to C-suite owners. Everybody\u00a0has to\u00a0be\u00a0kind of aligned\u00a0with the plan and what we do doing both from an expectations perspective, but also a tactics perspective for it to be successful.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I was going to say what\u00a0we're\u00a0finding is\u00a0there's\u00a0a lot of pressure, as you say, both from a budget standpoint.\u00a0So\u00a0budgets are not growing anywhere in line with what the growth\u00a0that's\u00a0required\u00a0for brands.\u00a0So\u00a0it's\u00a0about doing more with less. And AI obviously is a big part of that.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you know the talk on Wall Street, you know, in the UK from a, from an investor perspective is all about what are you doing with AI? Where are the efficiencies coming from?\u00a0I'm\u00a0not going to be giving you the budgets in line with the expectations of where the brand needs to get to. So that pressure is real.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And also, how are you innovating with AI? What channels are you using? How are you embracing social short form video TikTok-ification\u00a0of everything?\u00a0So\u00a0there's\u00a0a lot of challenges, for marketers to be faster, to be more agile, to do more. But at the same time, there's constraints. So how do you manage through that and make sure\u00a0you're\u00a0doing the right things in the right quantities to be more effective than you ever have had to be before?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0in that understated British way of yours, where you run the emotional gamut, from at one end -\u00a0yeah,\u00a0it's\u00a0all right actually, to\u00a0it's\u00a0a little rubbish, isn't it? Where do things sit right now?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, I think\u00a0it's\u00a0a great opportunity, frankly, because\u00a0there's\u00a0the opportunity to use all these tools that have never been\u00a0really accessible\u00a0to us before. And to embrace those challenges and say, right, actually, we\u00a0can get all the organization moving together. So, if you think about it, if you run media and at the same time you have a feedback loop into operations, you have pricing and finance along for the measurement journey. And you have everybody pulling in the same direction. You can create a compounding flywheel of performance within marketing where\u00a0everybody's\u00a0pushing.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">\u00a0Whereas, you know, in previous years\u00a0you've\u00a0often felt marketing advertising is in a bit of a silo, often gets the brush of, you know, right, do more, do more, bring us more sales. But\u00a0actually\u00a0sitting outside of the organization. But the change that\u00a0we're\u00a0seeing\u00a0at the moment\u00a0of bringing marketing back into the picture and\u00a0more and more\u00a0departments working with us to create that compounding flywheel.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0a\u00a0forward looking\u00a0flywheel that moves the organization forward and tells them not to look back in anger, right?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactly.\u00a0Yeah. You know, and then the end of the year, you might have a champagne supernova to celebrate.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Beautiful.\u00a0So\u00a0with\u00a0all of\u00a0this change, what\u00a0hasn't\u00a0changed?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">What\u00a0hasn't\u00a0changed? Well, I think clients have always valued, agility. Agencies and partners who\u00a0are able to\u00a0immerse themselves in the brand\u00a0and also\u00a0roll with the punches, feel that the nature of their business, the way\u00a0that's\u00a0changing, you know,\u00a0they'll\u00a0hit turbulence from time to time. They need support in that, they\u00a0don't\u00a0want to be hit with, well,\u00a0that's\u00a0not in our SLA,\u00a0that's\u00a0not the right way we respond to things. You\u00a0have to\u00a0work with clients to accept, that their businesses are being changed and disrupted, and the old ways of thinking and working\u00a0maybe\u00a0don't\u00a0apply anymore. That kind of works okay for us because\u00a0we've\u00a0always been that kind of agile partner. But, you know, a lot of the people who we used to work in, in a more traditional way, finding it difficult because things are moving at an almost real time now.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's daily optimization\u00a0required. There's daily response to trends and social and content requirements that are fragmented. And you really need to be at that speed of work to be able to respond to that world.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0talk a little bit more about this idea of data and agility. Where are you seeing it's, truly start to\u00a0impact\u00a0things?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think when\u00a0you're\u00a0thinking about something that is simple as call tracking. In call tracking, we get access to the calls that are being made into our\u00a0clients\u00a0businesses, people inquiring about services.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We have a health care client, and\u00a0they've\u00a0recently implemented AI call tracking, it enables them to understand what are people looking for? Where do they need help? What kind of conditions are they seeking support for? And that then helps us inform things like content\u00a0that's\u00a0going to help for GEO and discovery in LLMs and AI. So,\u00a0actually using\u00a0something as previously seen as quite prosaic, like tracking calls and seeing how many leads\u00a0you're\u00a0getting through calls through AI and the feedback loop into GEO and then also into operations within that client. This thing that was quite tactical becomes very strategic.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think embracing that and realizing how transformational some of this stuff is, is going to see some clients really succeeding, some brands take a step forward and then other brands, not be able to keep up with that pace and have a decline.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So that those that succeed would help them live forever really.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">They will live forever,\u00a0yeah\u00a0of course.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b>\r\n\r\n<span data-contrast=\"auto\">All right, there you go. But that\u00a0doesn't\u00a0define most brands and how they\u00a0operate. So, for those brands that\u00a0don't\u00a0use that level of data and agility and are used to more traditional ways of planning, what does it mean for them in this type of an environment?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think obviously the larger the brand, the more change management is going to be\u00a0required. You\u00a0don't\u00a0just\u00a0all of a sudden\u00a0go to being a super agile,\u00a0really innovative, responsive brand with\u00a0low risk\u00a0tolerance, with\u00a0high risk\u00a0tolerance\u2026<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">A rock and roll star, you could say.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">A rock and roll star,\u00a0yeah\u00a0exactly. So,\u00a0yeah, you need to think about incremental shifts and pilots and proofs of concepts, and experiments to say, right,\u00a0let's\u00a0dip our toe into this area, prove that it works with established KPIs, and then see how that goes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And then if it works, then you gain the confidence of the business, of your investors, your C-suite, to do a little bit more next time and start to scale that out. It might be across multiple locations within your brand,\u00a0maybe across\u00a0multiple markets. It might be part of a channel that works as a pilot that you can now roll out and have it as an always on.\u00a0So\u00a0I think again,\u00a0it's\u00a0all about gaining confidence and having buy-in across the client's organization.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Alright. So,\u00a0let's\u00a0ground this in some real-world practical terms. If\u00a0I'm\u00a0leading media or marketing today, where should I focus to build real agility? And if you could illustrate that with a couple of real-world examples.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah. Perfect. So, I think\u00a0there's\u00a0a\u00a0there's\u00a0a few things. So obviously, you know, we are a brand to local \/ enterprise to local agency.\u00a0So\u00a0for us, it is important to look at the brand from a national or international level as it is to look at\u00a0what's\u00a0going on locally. So, for some of our clients, we started to look at things like brand metrics, reputation, performance at a local level.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It could be\u00a0branch,\u00a0it could be business location and start to group that across. So, we know that brands, for example, might not have the funds to run full upper funnel in every market and every location that they\u00a0operate\u00a0in. But if you start to look at some of these insights and say, where is our brand really, really, strong? Where do we have really\u00a0high\u00a0competitive pressure and where do we have going great\u00a0guns\u00a0and we can just harvest demand. You start to get nuanced and segmented media plans by these\u00a0different locations. So instead of having one national media plan, you have a media plan\u00a0that's\u00a0broken down by right,\u00a0we\u2019ve\u00a0got locations where we just want to harvest demand, and\u00a0that's\u00a0all we need to do, and we can go great guns.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Then we have other locations where\u00a0we've\u00a0got this super competitive pressure. We need high attentive media. We need brand media. We need to invest in these areas because we are in a super competitive environment. So having that nuance, and that ability, it gives you a chance to get positive results and understand, okay, we\u00a0don't\u00a0have to have just one media plan anymore.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We can have that agility within our business to\u00a0say,\u00a0we want a slightly different plan depending on conditions on the ground.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0what's\u00a0the impact of these types of, media plans like in real terms on a business?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Significant.\u00a0We've\u00a0seen it with some of our clients.\u00a0So\u00a0a ledger client of ours, for example,\u00a0we've\u00a0put\u00a0these kind of changes\u00a0through. And what we see is, great efficiency in performance, improvements in brand metrics on a local level, but also savings that can be reinvested where\u00a0you're\u00a0not having to invest in the same channel nationwide.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But you can run\u00a0these kind of regional pilots, where the\u00a0money's\u00a0going to have the most impact.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0this is the beauty of a cross-cultural exchange because that\u00a0has to\u00a0be the vaguest, most English answer\u00a0I've\u00a0ever heard.\u00a0What\u00a0do you mean specifically about the impact?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I guess you\u00a0don't\u00a0want any kind of beautiful Shakespearean subtlety. You want me to spit facts and drop truth bombs?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Punch me in the face with this.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay. Fair enough.\u00a0So\u00a0what we found is, with this focus on brand to local and not just having one plan for everywhere, what we see is significant incrementality. Because we started to challenge the fact that you need to know, where are you deploying the marketing spend?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Is it incremental in terms of is it driving your base performance from a sales perspective up? And are you generating brand uplift where you need to and are\u00a0maintaining\u00a0your brand everywhere else? And\u00a0in a nutshell, what that means is a more efficient performance, engine for your marketing. And\u00a0that's\u00a0resulted in like the best Q1\u00a0we've\u00a0ever seen, for this client.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0both from a yield perspective in terms of the actual performance at generating from a sales standpoint, but also the efficiency of the marketing spend is better than\u00a0it's\u00a0ever been. And\u00a0we're\u00a0seeing that for multiple clients now, just deploying that approach has a transformational impact on efficiency.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0if I were to translate it back into British English \u2013 \u201cYeah, it's all right, actually.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0it\u2019s\u00a0not bad.\u00a0Yeah.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Great. Thank you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0for anyone\u00a0who's\u00a0paying attention,\u00a0who's\u00a0listening today, check out the blog on our website with more information on this topic, including the cases. And you can also go there directly to the website or see the link in your podcast platform.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0here's\u00a0the shift:\u00a0 Agility\u00a0isn't\u00a0about chasing every new tactic. With tighter budgets and more pressure, the brands that win are the ones with strong data foundations and a clear link between media and business outcomes. Get the fundamentals right today and\u00a0you're\u00a0ready to adapt to whatever comes next.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen. Follow Shift Happens. Leave us a review and share this episode with your team. If you have any questions for the podcast, please email us at\u00a0<\/span><a href=\"mailto:shifthappens@DACgroup.com\"><span data-contrast=\"none\">shifthappens@DACgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0We'd\u00a0love to hear from you.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank\u00a0you Luke. Thank you for taking the time and being a good sport.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you, Nasser,\u00a0I've\u00a0been a good sport I would say. And you know, I would also say,\u00a0what's\u00a0the story of morning glory?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There you go. All right, guys, take care and\u00a0we'll\u00a0see you next time on Shift Happens.\u00a0I'm\u00a0Nasser Sahlool.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Luke:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0I'm\u00a0Luke Regan.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"dac-team","expert":3685},{"expert_source":"dac-team","expert":3644}],"external_links":{"youtube_link":"https:\/\/youtu.be\/D-ocx0jkIus?si=qK7jOyFCkvpLZeD8","amazon_link":"https:\/\/music.amazon.com\/podcasts\/ec3b53d6-881d-4c41-a030-997f22d95df4\/episodes\/83cac996-0f43-4160-81f9-012eab3eb97a\/shift-happens-agility-under-pressure-rethinking-media-planning","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/agility-under-pressure-rethinking-media-planning\/id1533975355?i=1000747375785","spotify_link":"https:\/\/open.spotify.com\/episode\/4Bjh6PgYIrohB84NhEWzHR?si=sbqMMVF8QcCL1dQvA60yTA"}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Agility Under Pressure: Rethinking Media Planning | DAC<\/title>\n<meta name=\"description\" content=\"With tighter budgets and growing pressure to perform, marketing teams must rethink how they plan. 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