By Jill Smith

Iris Americas’s Jill Smith, CEO shares the 3Rs of connecting to communities; reach, role and relevance, which she believes should be the focus of any brand.

It used to be simple: brands paid for reach, and reach translated to growth. But in 2025, that equation no longer holds. Media inflation is rising fast – 27% in the last decade alone – while consumer attention is moving further away from traditional advertising. The hard truth? The era of buying influence is over.

A recent study found that 79% of consumers barely notice advertising any more, and 54% have switched brands based on Read full story ›

Source: The Drum