[Virginia Hollis] USING RESEARCH BETTER: The industry is sitting on a vast source of consumer, media and product data, but many people are not even coming close to tapping it fully. The SAARF databases are not used to their full potential, giving only a taste of what could be done with them - with the right knowledge and a little time.
[Virginia Hollis] Well, 2008 certainly didn't end with the traditional BIG Christmas spend that all agencies and media owners have gotten so used to. It ended with a bit of a whimper really... However, I think that most media and agencies had an okay year because the first five to six months were good and then everything fell apart. So what's coming?
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