Embracing Audience Orientation

Our Strategy Director, Paul Bailey has written an article for Marketing Week. In it he discusses a new emergent paradigm led by digital content creators: audience-orientation.

Unlike traditional product or market-focused strategies, this approach centres on building a dedicated audience first, then creating a brand and products that resonate with them. This shift is exemplified by YouTube stars like MrBeast and KSI, who have successfully launched diverse brands by leveraging their massive online followings. As brands adapt to this model, the focus shifts to maintaining an evolving connection with the audience, ensuring sustained relevance and engagement.

For more details, read the full article on Marketing Week.