Planning by Numbers

In this article by Millward Brown, Sue Elms gives her view on the most efficient media plans based on the company's years of research.

Planning by Numbers

Sue ElmsEVP, Global Media, Millward Brown

From time to time, we are asked our view on the “optimal media plan.” Those who ask know that we’ve studied ad effectiveness for years and that we have a database. Surely, they reason, we must...

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