Mythbuster: Reach is still paramount
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that reach doesn't matter.
A while back, we found ourselves in the pub. A digital planner was talking about her latest campaign, and we asked how many people it reached. "Reach?" she sneered, "it's not about reach any more."
Grrrr... Her Kronenbourg-fuelled outburst betrayed an all too common point-of-view now. In the old days, goes the argument, you needed big audiences. These days, our communications...