Media strategy, planning, and ad buying is a science that even the most seasoned marketers struggle with. To break through, you have to understand the factors and tradeoffs to get to the desired outcome. Imani Greene, Founder of GreeneGroup discusses the delicate balance in achieving advertising efficiency and effectiveness.

Beth Freedman is the Managing Director of gyro:UK, a leading global B2B creative agency, and has spent her career working for some of the biggest agencies in the world, including Saatchi & Saatchi and Fallon.

Beth believes real business momentum happens when service-based businesses invest in the growth and development of their people. It’s the human part of the business that agencies often forget. She attributes her own upward mobility to those who nurtured her talents throughout her career. And  as a result, it is an imperative that she is championing in her leadership role today.

Greg Johnston, SVP & Creative Director of AgencyQ and a returning guest to the Strategic Momentum podcast, attributes this to fear – a company may have a fear of doing something different or a feeling that the wrong type of message is going out.

Mark DeVito has been in the business of creating compelling content for much of his career, starting with traditional forms like television and music videos. Now, as President of Bates Creative, he delivers digital strategy, branding, campaign, and collateral solutions that start with their clients’ mission and build into customized experiences.

We discuss what’s needed to create compelling content in today’s digital environment: doing your audience research, deeply understanding your client’s brand, and being agile.

Greg Johnston is the SVP and Creative Director of AgencyQ, an award-winning digital agency that transforms the way organizations reach, engage, and inspire their key audiences.

Greg has had a storied career working at agencies and he’s experienced the rapid evolution of the industry: from traditional marketing channels like print and TV to emerging channels like social, mobile, and digital. Greg has been successful in the industry, and maintained an upward trajectory throughout his career, because he’s constantly innovating, iterating, and evolving over time.