Zenith publishes Global Intelligence issue 3

Welcome to the third edition of Global Intelligence, our quarterly magazine about the transformation of media and communications. It leads with the latest developments in the global ad market, adapted from Zenith’s well- known quarterly ad forecasts, and provides essential information and advice for marketers.

Since the financial crisis hit ten years ago, companies have focused on efficiency and have been cutting costs. But there comes a point when costs have been cut to the bone, and the only way to keep on increasing profits is to generate top-line growth. For many brands that point is now.

Brand growth will come from using new technology to understand the consumer better, and target them more effectively through the consumer journey with personalised communications. Global Intelligence showcases how our experts from around the world are doing that in many ways, from using machine learning to make programmatic buying more efficient, to partnering with ‘micro-influencers’ on Snapchat to connect with beauty consumers.