44% of marketers say media fragmentation is one of their biggest concerns. But is it really threatening effectiveness—or just exposing weak planning?

This week, Elena, Angela, and Rob tackle the fragmentation debate head-on. They explore why reach hasn't disappeared, how creative consistency beats endless platform optimization, and why the smartest response to complexity is simplicity. Plus, hear why doubling down on what works might be better than chasing every new channel.

Topics covered: 

• [01:00] Why 44% of marketers worry about media fragmentation
• [05:00] Mass reach moments and the obsession with live sports
• [09:00] Creative consistency across channels: IKEA as a model
• [12:00] Why narrowing targeting actually shrinks growth potential
• [15:00] Planning fundamentals that prevent fragmentation chaos
• [18:00] The importance of reinforcement over reinvention 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
WARC Article: https://www.warc.com/content/paywall/article/warc-talks/staying-effective-in-a-lots-of-little-media-market/en-GB/159439?

 
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