Masters of Media: Peter Rowe, Head of Media at NatWest Group

NDA’s podcast series, Masters of Media talks to heads of media at brands to understand how advertisers are able to keep pace with the frenetic speed of development of media and its fragmentation across channels. In this episode we meet Peter Rowe, Head of Media at NatWest Group.On moving from procurement to marketing: In procurement, I looked at inputs, such as how many agencies you need, and at outputs but also outcomes And procurement teams have output targets where marketing has outcomes, ...