Always Be Testing
#71 Navigating the Complexities of Fragmented Marketing Strategies | Ian Martins, EVP, Managing Director | Zenith
11 Feb 2025
In this episode of Always Be Testing, Ian Martins, Managing Director of Zenith, explores marketing fragmentation and the need for integrated, client-focused strategies. He discusses balancing brand building with performance marketing, the rise of D2C, and the shift toward hybrid in-housing models. Ian also highlights media trust, influencer marketing, and the challenge of attracting top talent. The episode wraps up with his personal insights on media, technology, and industry trends.
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