I think they (the media campaigns) have a big influence, especially with the encouragement. Once a smoker makes up their mind that they want to quit, things like that can be very encouraging to help you think that you can do it.

In a customer centric media plan, the influence of media to make a purchase becomes a key component to determining the allocations to the various options, as marketers refine their focus on consumers, media planning will require more insights on how consumers behave and less on gross audience estimates.

We're seeing this growing. The strongest part of their influence is on the media: if something online suddenly becomes a story in the local press, then it matters.

The media sector has been a bit weak, but there is not one particular influence for why it has been strong today.

Whoever controls the media, the
images, controls the culture.

Conventional wisdom, it's an enemy at a time like this. In media today, I don't think there is a single rule that can't - and frankly, probably shouldn't - be broken.