This much I know

This much I know
Jessica King: consumer concentration is falling

Jessica King, business director, Mindshare

Integration of communications when laying down a media plan is vital to that campaign’s success. No longer can we plan media channels in isolation effectively as the lines between consumers’ media consumption are becoming more and more blurred. We need to focus on integration in order to capture the full attention of the consumer.

There are a number of ways to stress the importance of integration, but I am going to take dual screening...

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