I couldn’t agree more with Ritson. The constant debate about digital versus print or television versus digital is pointless and self-serving. It ignores what should be our number one priority: getting the best possible results for clients. In many, many cases, that means adopting a channel or platform agnostic mentality. 

To deliver outstanding results for clients, media executives need to think and act like marketers. What does that mean? Well, for one thing it means looking across all media options to find the ones that will deliver the most profitable results for clients and the best return on their marketing investment.