MW-Ford_Brand_60-99.qxp
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Key media principles Consumers, and the media landscape they connect with, are rapidly changing in the context of more choice, greater fragmentation, converging technology and more demands upon their time.
The traditional communication model of ‘interruption’ is no longer valid. Driven by consumer choice and innovation, our media world is the new world of ‘engagement’.
This has major implications for Ford. We need to create interesting, exciting and engaging brand communications in channels that reach their target audiences most effectively.
The following channel planning principles should be observed when developing any form of branded content for Ford.
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