Reaping the Benefits of Tighter Media/Creative Collaboration

Media planning and buying were once considered two separate functions. Then over time, planning, and buying began to more tightly collaborate as agencies saw the benefits of increased efficiency and enhanced performance stemming from merging planning and buying, including the optimization of campaigns mid-flight. Now some agencies are also merging creative with media to promote increased cost efficiency, faster time to market, and the ability for planning, buying and creative to work together in order to optimize messaging in real time.

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