For content to be relevant, meaningful and engaging, agencies’ hearts and minds must work together, says Vikrant Shetty
For centuries, art and science have played a critical role in media/advertising and in this respect, ‘content planning’ is no different. The fusion of art and science is critical for an effective communication plan. It is important for us to know and understand our audience (science) to ensure the content we create will appeal to them (art). The absence of either one of them would only make the content we are creating less effective and impactful for our audience.
With the continuous rise of digital content, the fusion of art and science has never been so apparent. Ev
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