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...
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.
