The Upfront – Behind
Julie RoehmJeep, Dodge, & Chrysler Daimler Chrysler
Each year the earth and the sun conspire to bring us the celebrated season of spring. This time of year is universally appreciated as a time for growth and change and the promise of new things to come . . . for everyone except marketers. For marketers springtime means the “upfront” . . . and yet another year of seemingly endless presentations and negotiations for a commodity of which no one really knows the value and sheer frustration about the process itself.
This business model is not working....