Mythbuster: Waste not

In their new regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Waste not

Les Binet and Sarah Carter

It may or may not have been Lord Leverhulme who started it, but whoever it was, the demon of 'wastage' has long stalked media and budget discussions. Never more so than now, it seems to us. More and more,...

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