TLDR: At the TV Effectiveness Day, not only .companion, but also marketing professor Byron Sharp speaks. Here is a short interview with valuable suggestions for free thinking, also in online marketing.
#Strategy
An advertiser speaks plainly.
TLDR: The new head of media at Unilever, Arne Kirchem, in office for a year, gives a highly interesting interview in the current HORIZONT in which he addresses precisely the issues that .companion has been working on for years. Kirchem's statements are refreshingly unequivocal. It is worth taking a look in any case.
Interview: Taking media strategy into your own hands
TLDR: In an interview with HORIZONT, Willibald Müller advises advertisers to take back their planning and purchasing sovereignty. Ad server technology lowers the hurdles for strategy changes. More flexibility through own technical infrastructure. Horizon: .companion advises customers to review their media strategy. "The discussion about the role of media agencies has been reignited. .companion partner Willibald Müller sees their future as anything but rosy: Since targeting is not like [...]