By Cameron Clarke

Real-time marketing may be one of the hottest topics in the industry but it is still not ready to replace paid media in top brands’ marketing plans, according to Unilever’s global head of media, Jay Altschuler.

Speaking at The Drum Live this morning, Altschuler insisted paid media remains king and stressed the importance of giving agencies clear guidelines before they enter real-time conversations on brands’ behalf.

“There’s still no substitute for paid media,” Altschuler said. “It’s great that we can have these real-time conversations but to really cut through the clutter you have to put paid media behind that.

“We’ve tried to put Read full story ›

Source: The Drum