With all the new platforms out there, how does a marketer break through? In this in-depth interview, Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, offers his thoughts. He suggests that the time may be ripe for a return to single sponsor programming, which will allow brands to own the programming and maximize their return on investment.
- September 2010
With the advent of so many new platforms, and so many ways in which consumers are going to receive their media, I think they have to really rethink some of the models of past sponsorship.