Читать книгу The Media Playbook - Michael Drexler - Страница 5

There is no substitute for experience.

We live in a world of constant change. Drawing perspectives based on experience doesn’t mean doing the same thing that’s been done before. When you live through a plethora of situations over time you are instilled with knowledge that cannot be obtained in any other way. We have lived the seismic changes in the media landscape. We have been in the executive positions where making the right decisions on the future was career defining. We understand the importance of bringing new and different approaches to the decision-making process.

This book will provide advertisers and agencies information to make decisions that will build their business in an efficient and profitable way. It attempts to improve and sustain a productive relationship among working partners and offer some points of view on many of the issues that have emerged today and will continue to be addressed in the future.

Mike Drexler and Steve Fajen have been at the helm of several major advertising and media agencies for many years. Their career also includes leadership positions in prominent research companies as well as roles as independent consultants for Fortune 500 companies. In addition, Michael Atkin was an executive in client marketing and agency media management and research. The 57 essays that follow represent our personal and unique take on the most important aspects of the media advertising business. Many of these pieces appeared electronically in The Media Village.

We hope you find our thoughts and comments interesting and useful, and that they will spark your creative thinking in solving the complex problems of the media environment—today and tomorrow. And, of course, we are always available to hear from you at mike@drexlerfajen.com or steve@drexlerfajen.com