In this session with Olya Dyachuk, data-driven media director, Heineken, we’ll ask whether it is true that some ad channels simply work better together than others. We’ll explore: What nonconventional approaches to media planning are working best? Where have unlikely bedfellows delivered exceptional results? Where can planners link up multi-screen, multi-device, online to offline and vice versa consumer activity/funnel/journeys? How can planners ensure successful data capture and measure results across as much of the mix as possible?