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Steering Media from the Centre

Typically, every dollar, pound, or euro invested in media returns three to bottom-line profit.

What it covers

In this Viewpoint paper, we detail the four principal advantages of running a centralised media function: C-suite credibility, strengthened agency partnerships, ensuring best practice is shared across markets and brands, and the alignment of marketing strategy and overall business strategy. The paper includes recent case studies, from P&G, VW, and Vodafone.