MediaDNA: Matching Brand Profiles To Media Brands

This article describes the coming together of the mediaDNA consortium - a partnership between News International Newspapers, British Sky Broadcasting, Capital Radio and Zenith Media.

MediaDNA: Matching Brand Profiles to Media Brands

The MediaDNA Consortium

'Consumers have a stronger relationship with media than they do with brands. The key is to harness that relationship to the brand.' (1)