When ads build value

Nigel Foote, managing partner at Starcom EMEA, reckons that tomorrow's media practitioners will have to be champions of brand value as much as media value.

When Ads Build Value

Nigel Foote

When we talk value in media agencies, traditionally we talk about 'media value' – squeezing media costs in a deal or over-delivering audiences to a campaign – as opposed to building 'brand value'.

That needs to...