Media snakes, agency ladders

Stephen White, chief executive of Effective Media Management (EMM), and Charles Dawson, an independent marketing and media consultant, reflect on the risks inherent in managing big international media budgets and the rich rewards if you get it right.

Media Snakes, Agency Ladders

Stephen White Effective Media Management (EMM)Charles Dawson

International media today is a game played for high stakes. At EMM, we are always talking to advertisers. Our year-end survey of advertisers' attitudes...