At business school I was taught about the importance of reach and frequency to run a successful campaign. I was conditioned to believe that if we had an adequate media budget, and a good planning strategy and message, we could generate valuable awareness for our clients. Sadly, nothing that anyone ever taught me in a classroom prepared me for the fragmented media landscape that we are all now living on a daily basis.

For a real lesson on the importance of compelling communications I need look no farther than my 5-year-old son…

Read the entire article at AdAge.


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