In a past life, I was an accountant, Atomic212º’s James Dixon writes. Buried in the accepted national standards for accounting, there’s a crucial sentence that profoundly changes how marketing budgets operate in businesses. In a [...]
Extensive research conducted by Byron Sharp and partners at the Ehrenberg Bass Institute finds brands that pull ad spending watch sales dramatically decay. For marketers, it offers all the proof they need to defend [...]
Atomic 212 founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying in their new book, with a focus on the importance of deploying a scientific process [...]
