There is good reason why the entire business needs to be focused on marketing effectiveness, not simply the marcomms team
Crafting a strong, effective media plan is not about backing one thing over another, you have to challenge everything, including yourself, and create a balance
There's no need to fear how artificial intelligence, programmatic and other technologies are disrupting the media landscape. Instead, we should welcome challenges to the status quo and old habits, Sue Unerman explains.
Understanding how our brains compare with machines when making split-second judgments is crucial.
MediaCom's CSO says media planning must balance brand and response advertising