Senior Marketing Execs Spend only 2% of Their Time on Their Largest Budget Line

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by: Alain Thys

I finally got round to reading an article by Stephen White, a friend of mine who runs EMM, one of the world's leading media management and effectiveness consultancies.

As usual it provides an entertaining read, yet the fact which leapt at me more than any was that senior advertiser personnel typically find themselves so distracted by day-to-day issues that in a typicaly client organisation, media is lucky to get 2% of senior executive thinking time.

This while, promotions aside, advertising media typically represent 60–80% of a brand’s variable costs and media consumption habits are changing at the speed of life.

Would it be time for updating some of the priorities?

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