It’s 2024, and the media landscape is about to be FLOODED with noise.

Olympics, UEFA, and 49 ELECTIONS.

Globally, more voters than ever in history will head to the polls this year. Some places such as Russia and Mexico have already seen their elections come and go.

But with the UK and US still set to have theirs, we know the kind of media sh*tstorm we’re about to witness.

And while it’s entertaining for the general public, as a brand, it’s daunting.

Cutting through the noise. Deciding on whether to chime in on political issues. Lack of consumer trust. Misinformation. Surging costs. It’s a lot.

So do you even bother? Or do you batten down the hatches and wait for the storm to pass?

Here’s what to consider:

If you hate crowded places, I hate to break it to you…

2024 is set to be a “landmark year,” expected to see the highest political ad spend in history. Over $154 million's already been allocated to the US presidential election alone, with ad spending expected to be over $10 billion!

This surge means there will be limited ad space available. Digital platforms will be completely overcrowded.

So what's a brand to do?

You’re going to need to stand out. Carefully consider the content you’re putting out and refine your digital strategy. Are there less traditional platforms or digital channels you could explore?

Miss Misinformation has entered the chat.

Your audience is currently dealing with the use (or misuse) of AI, disinformation, and lack of trust. And that's what you are up against, too.

Here's my advice:

Don't fall into the social divide quicksand. Many brands capitalise off division for likes, attention and coverage. But it’s a one-way ticket to alienating part of your audience.

Stay informed to stay alive!

Keep on top of the political landscape and what's going on at the time of your campaigns.

We always hear about the importance of authenticity and transparency in marketing. They aren’t just buzzwords.

As a brand, you will need to consider when to have an opinion and when to stay silent.

If you want to stand up for an issue, it has to be one that aligns with your genuine values and beliefs. It also needs to be accompanied by perspective, action, and your “why.”

Good luck out there, soldiers.

- Sophie, Pop Culture Queen