In 2017, Group M, a leading media agency, estimates that we will see marketing expenditures cross the $1 trillion threshold for the first time ever. This includes about ~$550b of advertising expenditure or ‘Above The Line’ i.e., print, TV, digital, radio, OOH etc., and balance ~$450b in marketing services, primarily ‘Below The Line’ spends e.g., direct marketing, events, activations such as tasting sessions within a mall as well as buying …

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