White papers

The Challenger Playbook in the Battle for Attention

Dentsu and DPG Media launch joint research report: The Challenger Playbook in the Battle for Attention – Growth Strategies for Challenger Brands in a Competitive Market. The report is the result of years of collaboration and research into the role of attention in brand impact, with a specific focus on the differences between established and challenger brands (brands that are not market leaders – for example, brands operating in a market with a dominant leader, new brands, or niche players).