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The era of fragmentation

Oliver Feldwick

The world swings in a pendulum between centralisation and fragmentation.
  • Brand management
  • Digital media planning & buying
  • Social media planning & buying
  • Theories & ideas of media planning

The world swings between two poles

The world, or at least the industry, tends to swing between two poles. It seems that we are seeing a shift swing away from the direction of the past 10–20 years.

Those poles are between fragmentation and centralisation,...

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