Ben Baker explores how marketers can navigate rapid change in the media landscape, especially when economic conditions and consumer behaviour are in flux. His work focuses on turning uncertainty into an opportunity to rethink how, where, and when to invest in media.

By reading stories under this tag, you’ll learn how brands are reallocating budgets, why flexibility in media planning matters more than ever, and what practical steps marketers can take to make campaigns more resilient. Ben’s perspective helps readers challenge traditional assumptions about fixed media plans and understand the new rules of effective media investment.