Nick Manning of MediaLink: Brands Must Be Adaptable, Agile And Analytic

Nick Manning, senior VP at MediaLink, said that brands must follow the “A model” and be Adaptable, Agile and Analytic, like the best of Cannes Lions as seen in The Work. According to Manning, brands “must Adapt to the economy, the environment, to consumer phases and other things as well,” which means their formulas must change based on what is happening in the market. He also said they must be Agile, which means they must move with the times, and understand how consumers generally react to where, when and how brands are seen. And of course they must be Analytic. “It isn´t just about taking the data needed to understand the behavior of a specific consumer – all kinds of data are needed to construct motivation in his or her mind,” he said. In that sense, he noted that the “A model” will be a very strong formula for e-commerce and for the role brands play in the e-commerce value chain. According to Manning, we live in a mobile world and mobile media are now incredibly important. “We know that people spend a lot of their time on their mobiles,” and even though this isn´t new, he said this will expand much more when 5G technology comes to town.