Our Perspectives

Not always rational, oftentimes emotional, brand loyalty goes beyond just saving customers money. Brands that have fiercely loyal customers make them feel like a part of something bigger. For media strategists, that emotional link is the ultimate competitive advantage. The Trap of Transactional Loyalty Sometimes brands mistake frequency for loyalty. Yes, promotional campaigns, targeted coupons…

Turn on a sports game tonight. Any game, second period, middle of a Tuesday. Behind the action, there’s a sportsbook logo. The broadcast cuts to a graphic with a spread on it. An announcer mentions that somebody is two points from cashing an over. Maybe a commercial runs, maybe it doesn’t. It won’t matter much…

Often dubbed the first generation of true “digital natives,” Gen Z grew up with the internet in the palm of their hands. Digitally savvy, hyper-connected, and opinionated, they represent one of the faster-growing demographics with 84% adopting digital ecommerce transactions. An absolute goldmine, this cohort can also be an active minefield if not approached with…

Traditional banks and credit unions are losing the next generation. And at a pretty rapid pace.  The question industry professionals are asking now isn’t whether younger consumers are drifting toward digital-first alternatives – everyone is seeing that. The question is what to do about it, and whether the industry’s current playbook is even close to…

Break out your Motorola Razr and dust off your IPod nano. We’re seeing more of the younger generations embracing older technology and pushing back against hyperconnectivity. The reasoning behind this trend varies from nostalgia to searching for more simplicity to digital detoxing and striving for a mindful balance. Combining the old with the new.  Embracing…

Minneapolis, February 2, 2026 — True Media, an independent media agency and part of the True Independent Holdings family of companies, announced the appointment of Alison Clark as Senior Vice President, Head of Account Management. Clark is based in the agency’s Minneapolis office, reporting to Chris Actis, President of True Media. Clark leads True Media’s…

AI-this and AI-that has pushed to the forefront, becoming part of our everyday conversations. Talk to anybody and you’ll get an earful of the pros and cons, and often, they’re directly related to a specific topic or industry. What’s Going On: AI is affecting consumer behavior – something the advertising industry needs to rapidly address….

Last week I attended CES 2025 in Las Vegas. In its own overwhelming fashion, it showcased an amazing variety of technological innovations, with significant advancements and AI innovation, robotics, consumer electronics, and sustainable tech. Many of the advancements presented are expected to significantly influence marketing and media strategies, which were topics of some of the…

With a potential TikTok ban in the United States looming in just 2 weeks, marketers must brace for a significant shift in digital strategy post TikTok. TikTok’s engaging algorithm and short-form content have been pivotal as advertisers vie for a piece of consumers’ attention. Still, this disruption underscores the now urgent need for strategic diversification….