Season 1, Episode 2: £47 billion has been lost in unoptimised advertising spend over the last ten years according to Ian Whittaker's 'Pandemic: Pause or Play' report. In this episode of the marketing podcast series, Ian interviews Sam Tomlinson about the concept of unoptimised marketing investment, which received so much interest from Ian's report. Sam Tomlinson is a partner in PwC’s media assurance practice and leads PwC’s multi-award-winning Customer, Marketing & Media Insight team. He collaborated with marketing industry representatives in developing the UK’s first industry standard for multi-platform audience measurement.