Bob Wootton: How to come out on top in media trading

Media remains the largest component of marketing spend for most of you, and the annual media trading season, in which media prices are hammered out for the year ahead, is now in full swing.
Agency – and, more importantly, holding group – trading heads return from their nice summers (typically comprising lots of expensed golf with industry mates and a family holiday) and, thus refreshed, enter the quarter where most of their year’s real work is done.
Despite recently losing its