Creative: The New Media Planning
As we wrap up 2005, it's a good time to revisit the two disparate themes that have been driving fundamental changes in the way marketers and agencies plan and buy media. They are the simultaneous push towards...
Creative: the new media planning
Joe Mandese, in his regular report on the U.S. media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability.
