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News 27 Sep 2021 - 1 min read

Atomic212 chiefs write book on effective media planning and how to win over CFOs, protect marketing spend

By Sam Buckingham-Jones - Senior Writer
James Dixon and Claire Fenner from Atomic 212 have authored a book

“We see an enormous amount of pressure on marketing teams, and often that frantic reactive pressure is counterproductive to effective media,” said James Dixon from Atomic212.

CMOs and CFOs are often at loggerheads, Atomic212’s James Dixon and Claire Fenner say, and that’s why they’ve written a book aiming to find solutions to the impasse.

What you need to know:

  • Atomic212 founders James Dixon and Claire Fenner have authored and released a book on effective media, with the goal of educating marketers on, among other topics, how to make marketing more palatable to finance teams.
  • Pressure and reactive media are “counterproductive to effective media”, Dixon told an Mi3 podcast released to coincide with the release of the book.

Atomic212 has entered the print world, with founding partners James Dixon and Claire Fenner writing and releasing a book that aims to help CMOs talk the language of CEOs and CFOs.  

‘How to do Effective Media: Media planning as a science’ was released on Friday last week, alongside an Mi3 podcast discussing how top CMOs relate to the financial players in their businesses.

The book, which is available for free, explores how the scientific processes of hypothesising, testing, learning, documenting, and repeating can benefit marketers.

“We see an enormous amount of pressure on marketing teams, and often that frantic reactive pressure is counterproductive to effective media,” Dixon said.

“So the book takes a step back and give marketers a framework, a system if you like, to compare their current set up against best practices and ultimately improve their media and return on media.

What do you think?

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