Is there one perfect media plan that covers off all brand outcomes? Can channels be easily substituted to meet the same marketing objectives? In this episode, Oxford University's Saïd Business School and Kantar share a new analysis of thousands of ad campaigns while bringing to life real media planning dilemmas.

This is the largest academic study into brand building effectiveness and shows how advertisers can make their campaigns 2.6 times more effective by allocating media spend differently.

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