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The state of the Media

The state of the Media

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 Elise Hedley-Dale has been shaking up the media world since the 90’s (exact year, not to be disclosed!). With nearly three decades of experience, she’s gone from media planner to business owner. Elise is the Founder of Media Words, a company born from the request of a loyal client – Ocean Spray. This episode discusses how media consumption has transformed over the years from traditional TV spots and glossy magazines to the wild (and rapidly evolving) world of digital media. While some brands are quick to chase the next big thing and jump on the latest trends, it doesn’t mean you should throw out the playbook and follow suit. Elise emphasises that knowing your audience like the back of your hand is the key to creating a successful campaign. Elise reminds us of the fundamentals —understanding who your audience is, where they are, and how they want to be spoken to. Elise and Marie discuss the power of adding a touch of humour and creativity into campaigns, from the viral ‘poo at work’ campaign (yes, you read that correctly) by Queensland Health to the clever ‘Love a Duck campaign. Elise stresses the power of simplicity and wit in creative messaging, and how a well placed billboard can still pack a punch.

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