How big brands optimize media to build truly sustainable demand

For many companies, media budget is determined on a year-to-year basis, the past year traditionally the best foundation on which to plan for the next. But if brands intend to grow, they should look towards the future.

Understanding the effect of media on brand building is paramount when determining budget allocation, the true fuel to market share growth and sustaining future demand.

L’Oréal decided to challenge their media allocation practices and partnered with Kantar to unlock the whole potential of media and activation to build their brands. In this session, they will share their experience of optimizing their marketing mix for future growth.