Why should TV and radio sales houses target their communication to the Boards and CFOs of their clients? How can they better speak to the priorities and drivers of their clients’ decisions around their advertising spend? What kind of language and financial terms are key to persuade clients of the essential role advertising plays in growing their businesses?

In the latest episode of egta's Expert Series, we dive into these topics and more. Our host, Anne-Laure Dreyfus, was delighted to welcome Ian Whittaker, Managing Director and Owner at Liberty Sky Advisors, to discuss How to speak the language of the CEO / CFO, which is increasingly important for advertisers looking to persuade their Boards to maintain or grow marketing budgets.