“On-the-go media is a dynamic, full sight, sound and motion video advertising format designed to engage consumers during key moments in their daily routines,” explained Kristina Lutz, EVP of marketing for GSTV.
Ultimately, findings support an industry desire for change, with a clear focus on diversifying and updating talent pools.
Lomas also notes that “they [Oasis] didn’t even really wear designer (bar the occasional Stone Island or Burberry) and instead offered a laid-back swagger even the top stylists couldn’t replicate — Northern authenticity.” For this reason, luxury brands who attempt to enter the market with no previous connection to it should be wary.
