Scully interviews Adam Marshall, Managing Director of Carat Perth – the fastest-growing global media agency. Andrew and Adam discuss the role of media buying and how it works. Adam then explains the difference between the media buying process and the media planning process. He also talks about the importance of measurement in the media industry and its role in demonstrating effectiveness and efficiency. Scully and Adam also discuss brand safety, the dangers that social media can create for your school's image, and programmatic media trading and its growing role in the industry.