Planning and running media is half the battle, and especially in B2B, securing dollars for ATL media can be challenging. However, Brandon seems to have cracked the code: providing a framework for testing and experimentation that has secured media dollars for ATL campaigns across brands and markets. Regardless of whether you're B2B or B2C, crafting a narrative around experimentation and media planning to your leadership is a winning model for performance or brand-based campaigns - and this talk will explain how.