Per AdAge, CBS is not going to media buyers with a price for a :30 in the '10 event, but asking them what type of package they need for their client before they determine the value.
This is a much better win-win approach to negotiating. Even though most agencies try to create award-winning creative for the Super Bowl, not all of it is a ground breaking as the Apple campaign in 1984.
Frequency is the key to results. Now that the recession is resetting media costs, maybe everyone can get back to creating win-win scenarios in business partnerships.
Information about Advertising topics, including shifting ad budgets from "traditional" media to digital, the use and application of consumer behavior research, social media, customer retention programs, finding new markets and brand image versus value during a recession.
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