It’s difficult to contextualize how marketers are strategizing for next year as this year’s books close without acknowledging these unprecedented times — or these emotionally charged times — or whatever “brand safe” language PR teams are pushing to say that the news cycle and unstable tariff policies have deeply affected media buying.
Tim Ringel, global CEO of Meet the People, a collective of agencies, called out the issue on stage at Digiday’s Media Buying Summit in Phoenix last week, conceding that it was a year of “tariffs and all the beautiful things the world has thrown at us.”
“A single person — not to name names — can post something on their own social network and the stock market plummets,” Ringel said. “And a day later, that changes again. How do you operate in an environment like this as a brand? You have to be really careful.
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