"Demystifies marketing communications and explains how it can bring tangible financial results to the bottom line." -- Journal of Economic Literature
About the Author
Antony Young is President of Optimedia US and has worked with Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He managed the merger of ZenithOptimedia UK, and as CEO he led a radical repositioning of the agency to become "The ROI Agency." He launched Zenith in Asia, establishing the region's first group agency media specialist.
Lucy Aitken is a freelance journalist and writer. She was editor of Campaign, the premier UK magazine for advertising, marketing, media, and PR.