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| [MBU] listen before its too late |
- Media planning & buying rising cost. MBU are media incentive driven not brand objectives.
- MBU's recommend expenditure in a medium that would best benefit them by ignoring emerging new media. Stands very true when you see the portion of innovative media or special operation in any media plan.
- To reduce costs on all fronts, cut the additional layer. Buy media directly and have the balls to commit to 12 months investment and get your AVR (4-8%).
- Use ATL and focus on initiating a dialogue with your users . Something MBU's don’t believe in, they think hammering MASS audience will get brands somewhere... it does not.
- Lack of ‘value add’ in planning.. get your own media audit and analysis software’s/ links.
- To me most important is return on investment on each $ spent and why I don’t get an army of journalists as my brand advocators as long I am paying their salaries with my ads.
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