Rise of the Chief Media Officer

Since the media transparency issue broke several years ago ANA has advocated that marketers need to take a more active role in the stewardship of their media investments amp160The report Media Transparency Prescriptions Principlesamp160and Processes for Advertisersamp160from ANA and Ebiquity made the following recommendationAdvertisers should appoint a chief media officer either in title or function who should take responsibility for the internal media management and governance processes that deliver performance media accountabilityamp160and transparency throughout the clientagency relationshipamp160 On the most fundamental level the chief media officer should drive the media strategy partner with external agenciesamp160and work with thirdparty suppliers to optimize the media mix and maximize ROIamp160 This executive would be the centralized internal resource to drive integration and share best practices across internal brand teams and external agenciesamp160 The chief media officer would be the internal subject matter expert on the many important and complex media issues confronting advertisers todayamp160 Digital media expertise should be a foundational skill for this positionamp160 Furthermore it is recommended that the chief media officer develop relationships with key external media properties with whom the advertiser conducts business For most companies media is often the largest marketing expenditure amp160Simply stated advertisers should be responsible for assuming greater internal stewardship of their media investments amp160Advertisers need to amp8220lean inamp8221 and be more active stewards of their media investments rather than delegating that responsibility to their agencies Advertisers should be jointly responsible for the stewardship of their media investments with their agencies amp160Advertisers who outsource their media management without active internal stewardship do so at their own riskCongrats to Andrew Knott and JPMorgan Chaseamp160 ANA encourages more companies to follow suitPhoto creditamp160RawpixelUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Rise of the Chief Media Officer

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Bill Duggan

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