Justin Gibbons explains why now is the perfect time to think about media in a different way

It all started with a book Justin was writing about the Brand Gap – the gap that exists between what media planners know to be best practice, referenced by Binet and Field and Byron Sharp, and what actually happens in the cut and thrust of media departments.

There was a pronounced imbalance between brand support and short-term activation that was leading, for the first time, to a decline in the brand equity of the top UK brands, according to BrandZ.

And then Covid and lockdown happened and the work he’d been doing with clients and agencies was brought into even greater focus. Rather than re-emphasising that there was a problem, he started to look at all the evidence for a new solution for a new point in time.

So he’s written a new book, P²+C=5, which at its heart is a new framing, away from brand and response, to something that is more tangible.