IPG Mediabrands’ Baxter: No More ‘Set And Forget’ Media Duties

June 17, 2016 | Share this article

Generally speaking, paid media is more expensive and not producing the audiences and outcomes that it used to, according to the head of IPG Mediabrands. So one of the ways that media agencies must become more dynamic organizations is by helping clients connect paid media with the bigger ecosystem of channels and consumer touch points.

In an interview with Beet.TV, Mat Baxter, the network’s Global Chief Strategy & Creative Officer, says that one of the most efficient things from which clients can realize value is their own “asset base.” He likens it to the difference between owning and renting an apartment: you can rent it only as long as you pay the rent.

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