MLab put a host of technology, innovations and digital platforms in front of marketers, but all this new stuff means marketers have a tough decision to make on where they invest budgets.
It's about taking risks, testing, trialling, spending less on media and more on experiences, investing in resources. Sometimes, it just comes down to liking you finger and sticking it in the air to see which way the wind blows.
We hear from marketers at Foxtel, American Express, ARN, Universal Music, Paramount movies, Michelin tires, Fiat Chrysler and GSK on how they make that decision.
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