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GLOBAL 2016: More brands will optimize marketing budgets with digital

Digital will be fundamental this year. Especially brands that don’t have a large marketing budget are trying to make sure that they’re optimizing opportunities with digital. Even big brands that normally invest in TV are developing creative that uses digital to engage more directly with their target consumer. Brands are also looking to be maximally efficient through programmatic buying and in ways that more clearly show the return on investment.
Nigel Birch
Senior Client Director
Millward Brown