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ZenithOptimedia will use the high profile of Cannes to discuss its new "Owned First" strategic approach.
The strategy centers around how marketers prioritize and allocate resources across paid, owned and earned media.
"The principle is that if you've got assets that deliver genuine value in the digital space to consumers from an owned perspective, then the strategies that you undertake in your paid investment can become subject to them rather than disconnected from them," said Sean Healy, global communications planning director at ZenithOptimedia.
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