The POE (paid, owned, earned) model no longer fits today's reality, according to Unilever digital marketer Triveni Rajagopal, who advocates a PPP (paid, paid, paid) approach.
HONG KONG - As part of ZenithOptimedia's push for a new approach to media planning called ‘owned-first’, the agency has been busy training its planners. Campaign sat down with Frank Harrison (worldwide strategic resources director) and Nico Guiridlian (APAC managing director of international clients) after one of the training sessions.
MEDIA DEBATE: Despite all the buzz surrounding POE media, when asked if clients and agencies should organise their teams around these three disciplines the resounding answer seems to be ‘No’
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