Do you think earned media will be valued more at agencies in the future?

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Already is. Every case study for award shows brags about 1 billion impressions.

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Seriously?! Fake numbers for a fake campaign that never actually ran anywhere except Iowa at 4 am? My world is turned upside down. 🤦‍♂️

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In my experience most agencies value it. Sometimes clients don’t. Depends on the client.

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