Media Planning: Beyond Byron, Binet and Bytes

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Case Study: How Sustainability Impacts Ad Performance for iRobot

If you follow the industry narrative, you’d be forgiven for thinking that media planning is simply a case of applying the works of Byron Sharp or Binet and Field, combined with some precisely-targeted programmatic activity. Mike Deane, Chief Strategy Officer at MediaCom lays out the guide to planning for the modern brand.
Mike Deane Chief Strategy Officer

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