The journey for building marketing budgets should now begin with overall business objectives.
For many brands, customer journey management is now one of the most important lenses through which they can and should manage their marketing communications.
CMOs need a structured
framework to make sense
of all the aspects of today’s
complex and fragmented
media landscape and to
take advantage of the
available for brands.
The relationship between an advertiser and its media agency of record is one of the most important for brand owners to get right. But the process of an agency review can be incredibly challenging,
Agency selection is an art and a science – an art because it demands stakeholder management and personal relationships, a science because it requires rigorous application of structured methodology.