Media Strategy Has to Deliver

Often promises of strategic and qualitative improvements by a new agency evaporate once the honeymoon period is over. Rigorous implementation of media strategy, applied to media buying and detailed assessment of media planning, is an essential requirement of media supply chain management.

As an ex-agency head of Carat International and ex-Board Director of Aegis PLC, EMM's Chairman Stephen White believes, 'You have to have run an international media agency to fully understand how to optimise the deal benefits without compromise.'

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Media Strategy Has to Deliver