Dr. Leigh George
CEO/founder at Freedom
Website Address: https://find-freedom.co/
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with Dr. Leigh George from Freedom. To learn more, check out https://find-freedom.co/
What is the biggest change in marketing that you see coming in the next 2 years?
Shift from an egocentric view of brand as the center of marcom to an orientation around cultivating community and elevating and empowering brand fans.
Are there any trade organizations or groups that you belong to?
Ladies Who Strategize
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
I am a branding and marketing strategist. In-house marketing teams have bold plans, but between competing priorities, lack of clarity, and days filled with back-to-back meetings, it’s a struggle to focus on strategic goals. That’s where I add value. I help teams eliminate the noise so they can focus on strategic priorities and keep moving ahead with confidence.
What is one tip that you would give when it comes to media planning?
In terms of marketing strategy, I’d say listen to your customers. But instead of asking them what they think of your brand, ask them about the last time they struggled with the problem you claim to solve. You’ll understand more than their behavior and the insight you gain can help to create more powerful marketing.
How does a media buyer stay on top of trends with media placement?
Trends are like a shiny object for brands. Even though everyone says they want to be different, they still cling tightly to trends, obsessing over what others are doing when they should be focused on their audience any the cultural, social, tech etc. shifts that are meaningful to them.