Demystifying media neutrality

Media neutrality is by no means new to the marketing industry. The key behind the drive for a neutral approach has been clients' desire for accountability. As budgets tighten marketing departments are being told to account for the money they spend and to prove ROI. It is this request for proof on investment that has driven many clients to consider the more measurable media. This paper takes the mystery out of methodologies behind the integrated approach and looks at how clients and agencies should be working together for the best of the brand, not just the award-winning television campaign.