Is Media More Important Than Creative?

Writing for iMedia Connection, Alan Schulman makes a case for media leading the charge as opposed to creative saying "in this age of hyper-audience fragmentation, the "who" you're speaking to is now as important as the "what" that's being said." With intense media fragmentation and increasing ability to directly address messages to consumers, he may have a point. What do you think?

by Steve Hall    Aug-18-04   Click to Comment   

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