Abstract
In the late nineties, I worked as a media planner at Saatchi & Saatchi on the agency’s prized Procter & Gamble account. At the time, I recall, our Saatchi & Saatchi New York office recommended a media strategy that proved to be a breakthrough for Tide laundry detergent.
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Notes
Graciela Eleta, “The Transformation of America: Playing to Win in a Multicultural Nation” (Focus Group comments included in the presentation, 4A Transformation Conference, San Francisco, March 2, 2010).
B. Sheehan and A. Young, “Convergence, Contradiction and Collaboration,” in Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, ed. Matthew S. Eastin, Terry Daugherty and Neal M. Burns (Austin, TX: IGI Global, 2010), 275–299.
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© 2014 Antony Young
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Young, A. (2014). Unlocking Moments of Receptivity. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_9
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DOI: https://doi.org/10.1057/9781137447715_9
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