"We need to join the dots" rings out the cry around the industry. Whether the dots in question are creative and media, research and modelling, planning and buying, procurement and marketing or any and every combination of the above, they have to be joined. This is a little like Miss World contestants calling for world peace. Or politicians calling for an end to poverty. We can agree that these are all good things as long as someone else does the work and it doesn’t inconvenience me too much.
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