Business Challenge - With digital disruption causing profitability to tumble, the UK newspaper industry needed to investigate opportunities for adding value to the brand-advertiser - media buying agency - newspaper publisher eco-system.
- Our Role in the Solution - Our consultant was asked to interview a wide cross section of people involved in advertising in the UK national press and to identify cost-saving opportunities.
- The Outcome - Discrete enquiry uncovered a willingness to move forward. The key opportunities for co-operation were identified, as in the brief, but we were also able to set out a more strategic vision of how the industry could work together for the consumer interest.
- Achievements - The message that sentiment was turning to favour co-operation for long-term benefit was presented at the highest level.
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