Human, not machine learning
The current media landscape is becoming ever more fragmented and automated, and it has opened the door to new ways of engaging and addressing audiences. But it's just another tool in the box, and is no substitute for sound media planning, strategy and negotiation. That’s why we still actually speak to our media owners; we value the human interpretation, those little bits of gossip, the small wins, the art of being a good middle man, to ensure that our campaigns always deliver.