The Integral Role of Research in Media Strategy

Each week on the M&W Podcast, we discuss Madison & Wall’s latest research and explore how and why money flows through the advertising economy.

On this week's podcast we review our newest advertising forecast, our recent research on the recent history of automotive advertising and provide read-throughs for the agency and advertising industries from Accenture's latest results.

In addition, our Advertising 101 series continues with a focus on the media research with Stacey Lynn Schulman most recently an executive with Nexstar, but whose career also included an extended period at Interpublic's Initiative overseeing global research.

This follows the past four weeks where we started diving into the role of agencies on Ep. 23 with Macquarie Securities' Tim Nollen, Ep. 24 with Heartmore's Carl Hartman where we focused on the function of the global account lead, on Ep. 25 on media agencies with Boston University professor Janna Greenberg and on Ep. 26 on media planning with Scott Wensman. Our first six parts focused on marketers and how they allocate resources (you can listen to these interviews on episodes 17-22 of The M&W podcast).