Bob Wootton: Why do brands think media reviews mean lower prices?

There’s constant internal pressure in all well-run businesses to contain costs. One way for advertisers to surface sub-optimal practices, as well as pools of financial ‘fat’ that can emerge and accumulate over time, is a media review. It forces recalibration, it’s good practice and some companies even require one periodically as part of their governance routines.
However, advertising can be expensive when it’s done well, and the market’s blanket expectation t