By Brian Wieser, global president, business intelligence at GroupM
A core responsibility for marketers and the media agencies they work with is to limit the inflation they experience in their media plans. If in a healthy economy a marketer complains about inflationary conditions for media, in a weak one they are likely to be outraged.
As marketers collectively are responsible for the spending that drives pricing dynamics, why does inflation exist, let alone persist, in the media industry in most instances, even in media which appear to be in decline? And what can they do to limit it?
Starting with an explanation of what causes inflation, the simple answer usually put forward is the i
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