Atomic212 chiefs write book on effective media planning and how to win over CFOs, protect marketing spend

News 27 Sep 2021 - 1 min read

Atomic212 chiefs write book on effective media planning and how to win over CFOs, protect marketing spend

By Sam Buckingham-Jones - Senior Writer

James Dixon and Claire Fenner from Atomic 212 have authored a book

“We see an enormous amount of pressure on marketing teams, and often that frantic reactive pressure is counterproductive to effective media,” said James Dixon from Atomic212.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Atomic 212 James Dixon Claire Fenner advertising effectiveness

CMOs and CFOs are often at loggerheads, Atomic212’s James Dixon and Claire Fenner say, and that’s why they’ve written a book aiming to find solutions to the impasse.

What you need to know:

Atomic212 founders James Dixon and Claire Fenner have authored and released a book on effective media, with the goal of educating marketers on, among other topics, how to make marketing more palatable to finance teams.
Pressure and reactive media are “counterproductive to effective media”, Dixon told an Mi3 podcast released to coincide with the release of the book.

Atomic212 has entered the print world, with founding partners James Dixon and Claire Fenner writing and releasing a book that aims to help CMOs talk the language of CEOs and CFOs.

‘How to do Effective Media: Media planning as a science’ was released on Friday last week, alongside an Mi3 podcast discussing how top CMOs relate to the financial players in their businesses.

The book, which is available for free, explores how the scientific processes of hypothesising, testing, learning, documenting, and repeating can benefit marketers.

“We see an enormous amount of pressure on marketing teams, and often that frantic reactive pressure is counterproductive to effective media,” Dixon said.

“So the book takes a step back and give marketers a framework, a system if you like, to compare their current set up against best practices and ultimately improve their media and return on media.