Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.
As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.
A marketing campaign is nothing without a strong measurement strategy. Each channel and tactic you are investing in needs to be held accountable to business results. Confirmation bias creeps in when you consider a KPI that is easily manipulated but isn’t a true reflection of business results, writes Elise Stieferman, director of marketing & business strategy at Coegi.
