Post by AnalogFolk

This week marked the launch of Craft Media London's Anti Ultra-Processed Planning cookbook 📖 🫑 We’re proud to have contributed to the development of this alongside LoopMe and Independent Marketing Sciences. In a world where comms thinking is being served up like fast food: quickly, cheaply and with an absence of nutrition, the book questions whether there needs to be a shift back to the things that matter. Performance metrics have brought accountability to media investment, but they've also encouraged formulaic campaigns optimised for short-term efficiency. While these measures can provide quick wins if you're a big business with large budgets, for fast growth challengers there needs to be another way to creatively build memory structures and become culturally relevant. 🔗 Digital copies of The Anti Ultra-Processed Planning Cookbook are available to download for free here: https://lnkd.in/eyCKd4EM 📖 Physical copies will be available to buy with a % of profits being put aside to gift training to up and coming strategists through the recently announced Media Planning Group (part of the APG).