Qantas top marketer Olivia Wirth concedes that with Red Planet, Qantas is growing a business model that is at times, in competition with many of the media partners it has often worked with.
Likewise, Telstra is a media company within a telco, which mean it is at different times a partner, an advertiser, a client, and a media owner.
Joe Pollard and Wirth talk to AdNews contributing editor about where they spend their money, and how their organisations are evolving to deal with the new roles they play in the media landscape.
Both Telstra and Qantas now spend upwards of 45% of their marketing budgets on digital.
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