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“Media Champions” with L John Baker from Market Theory

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L John Baker
Partner and Chief Client Officer at Market Theory
Website Address: https://markettheory.ai/
Each week on “Media Champions,” our host  talks to media experts across the country.   This week our host speaks with L John Baker from Market Theory. To learn more check out https://markettheory.ai/.


What is the biggest change in marketing that you see coming in the next 2 years?

A re-focus on brand-building, customer experience and demand creation that will begin to reduce marketers dependance on the walled gardens.


Are their any trade organizations or groups that you belong to?

Phi Beta Kappa and Beta Gamma Sigma academic honor societies


What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?

Independent perspective, marketplace knowledge, negotiating leverage and clout.


What is one tip that you would give when it comes to media planning?

Own your customer — reduce your dependance on third party sources — and move to media neutral, omni-channel strategies and investments.

 

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