M&A/Q&A What are holding companies looking for when they acquire? Plus Solving attribution using createch with Kevin Wassong

Kevin Wassong is a digital marketing guy from since it began in the early 90s. He's worked at c-suite and board level at the likes of Wunderman Thompson, WPP, WPP.com, iAB, etc, etc. Kevin takes us through some insightful holding company acquisitions, giving us raw accounts of how it works AND doesn't work. He explains what companies are looking for when they're doing M&A deals, how they structure the deals and post integration issues. He also discusses the future of marketing and how he's now solving one of the biggest mysteries in marketing, attribution, with his new startup INTEG:Advisors which is using the latest in cutting edge tech and AI.