The brand-side view of media effectiveness

WARC’s Alex Brownsell speaks to  Sarah Mansfield, former VP of Global Media at Unilever and Gerry D’Angelo, former Vice President, Global Media at Procter & Gamble. 

Discourse about the future of media and the evolution of media effectiveness is - I think it’s fair to say - alive and well. On any given week, WARC will highlight the latest thinking on, say, the changing role of reach and frequency, or the latest research on attention measurement. But how is that new thinking being received at a brand level? To what extent do in-house marketing teams review and respond to new media effectiveness studies?

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