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Date published: 21st February 2011 Media Optimisation, PDF

First Time, Every Time

Marketers can optimise their communications effectiveness by tuning their media and creative strategies together, rather than executing them as independent strategies. This harmonisation can have a substantial pay off – but it requires a rethink of the ‘one size fits all’ media investment model. Changes in media consumption and the evolution of scientific methods of measurement have paved the way for a sharper focus on the message and media interaction.