With ad dollars heavily scrutinised by the CEO/CFO, agencies must give marketers ‘fire power in the boardroom’

There is a growing impetus amongst media agencies to provide their clients with tangible ROI metrics for marketers to take to their boards, amidst increasing pressure to justify spend, and many marketing roles now losing their seats at the top table.

Speaking on a panel at Mumbrella’s Audioland recently, “What a Buyer Wants From Audio” saw managing partner at Speed, Ian Perrin, national managing director of Initiative, Sam Geer, Dentsu Media CEO Danny Bass and chief investment officer at Spark Foundry, Lucie Jansen, conclude what buyers want as being as simple as delivering exactly what their clients want.

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