Media processes have struggled to keep pace and it is harder than ever for marketers to make structured strategic decisions about media Inevitably media processes have struggled to keep pace with these changes and it is harder than ever for marketers to make structured strategic decisions about media.

Ambitious marketers realise they need to take a more strategic view of media in their marketing mix and reposition it as an investment for growth rather than a cost

Advertisers need to be equipped to cut through the complexity and focus on what really matters. The 7Ts® framework simplifies all of advertisers concerns and priorities into 7 key areas; Transparency, Training, Talent, Technology, Thinking, Terms and Trading.

These are the 7 areas where we know that most media value is created, lost or hidden. Collectively they are the most critical levers a marketer can control to improve media performance and so they offer the greatest opportunity to maximise media effectiveness.