Media Research 2009: a complex consensus
James Aitchison WARC Online
On a day when the papers were all reporting the IMF’s prediction of a paltry 0.5% annual growth in the world economy, it was fitting to open Media Research 2009 with a keynote address from a major global advertiser.
What advertisers need from media research …
The company in question was Anheuser-Busch InBev, whose Director of Commercial Spend Effectiveness & Media, Johan Landmark, set out three key themes impacting upon the brewing giant’s advertising and media investment decisions.
Two of these took us down a well-trodden path: increasing...