“In the last decade, communications strategy has fallen by the wayside as a standalone discipline, re-absorbed into account and media planning. In light of increased concerns about programmatic fraud, non-viewable impressions, brand safety, and the efficacy of micro-targeting, communication strategy has once again been summoned to the table, to make sense of the mess we’ve made. In this presentation, we dive into: What is modern communication strategy? Who owns it? Who should? How is it done? What are the key considerations and tools? Not all impressions are equal—How do brands and agencies navigate an increasingly complex set of choices? What should brands do in media that makes people feel unwell? What is the Media Pyramid for Balanced Media Plans?”