|Will 2017 be the Year Media Expertise Makes Marketing Famous?
By: The Drum
One of the major takeaways from a year riddled with one media transparency scandal after another is that it has pushed the debate on the value of media higher up the corporate agenda for 2017.
Now, it’s more likely for the world’s biggest ad spenders to (at least) consider if they should wrestle back control of a task they traditionally abdicated to agencies. Rather than only concern themselves with what needs to be spent to reach the biggest audience, executives are realising that they might need to look at the value they can extract from those investments.
The most “progressive” advertisers focus on “business value contribution” as well as media pricing, observes Lindsay Pattison, global chief executive of the GroupM-owned Maxus. They pay a “fair fee” for a well-equipped team “because they know that that is one of the required essentials to give them the marketplace advantage that they need,” she adds.
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This article was published by The Drum. A link to the original appears at the end of this post.
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