Global Media Principles

At innocent, the European Media Spend accounted for a sizeable proportion of overall marketing expenditure (roughly 50%).

However, there were no commonly agreed principles to underpin media budget setting or deployment across Europe, resulting in an unknown amount of potential wastage.

To address this I developed a set of 7 media principles, all based on scientific evidence, to help put some guidance around how to plan media campaigns to ensure we were both effective and efficient. It defined where to show up and the behaviour of the brand across channels. It also clarified how and where we use brand and product messages.