Marketers must take responsibility for media buying and fix the ‘disconnect’ with agencies

The Association of National Advertisers’ investigation into US media transparency has revealed how ‘pervasive’ rebates are. But it also reveals a lack of understanding about the media industry on the brand side and points to changes that must be made to boost the in-house talent pool according to marketers from Britvic and News UK.

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Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

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