Why marketers need to adopt a new approach to media buying
Andrea Sophocleous
For all the industry talk of earned and owned media, content marketing and engaging audiences, marketers remain unduly reliant on television. What they should be doing is adopting a new approach to media buying and putting owned media first, according to the global managing partner and UK chairman of ZenithOptimedia, Belinda Rowe.
Rowe was speaking at the Australian Association of National Advertisers (AANA) Reset conference, held in Sydney in October 2014, and she generated lively debate among delegates with her call for marketers to shed the restraints...