Campaign Insights
What We Learned From a Multi-Channel Campaign
Channel orchestration fails at the seams. Six observations on sequencing, frequency management and the cost of internal handovers.
Cross-channel underperformance is almost always an operating problem presented as a media problem.
Where budget owners differ by channel, frequency management degrades within three weeks without a single accountable planner.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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