Niki Grant is search director at The Kite Factory. Check out her previous instalments of Performance Planning , a guide for marketers and media planners to handle performance media planning and budget optimisation and her other columns for The Media Leader. Strategy Leaders: The Media Leader ‘s weekly focus with thought leadership, news and analysis dedicated to excellence in commercial media strategy. Sign up to our daily newsletter for free to ensure you know what the industry’s leading media strategists and brands are thinking.
