Media planning: Media by design

Kendra King

Progressive media agencies want to be 'whole-brained', embracing the art and science of marketing, and so transforming media from a marketing expense to a marketing asset that can be directly linked to sales.

Media planning: Media by design

Kendra KingInitiative

Media planners should embrace design thinking principles to go beyond numerate processes and uncover deep, meaningful insights and breakthrough ideas.

Driven by their penchant for media math, media agencies were once quite comfortable being left to speak their own language of half-lives, gross rating points and cost per thousands. Only occasionally did they dare to visit the world of exploration and imagination governed by the advertising agency brethren. However, with the elevated role of media and technology in the lives of consumers, media agencies have evolved to meet the needs of marketers...

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