How CMOs can achieve better outcomes in a world of increasing media complexity
The relationship between an advertiser and its media agency of record is one of the most important for brand owners to get right. But the process of an agency review can be incredibly challenging, resource-intensive, and time-consuming. As one of the world’s leading, independent, media and marketing consultancies, Ebiquity advises advertisers on more media agency reviews than any other company.
Since January 2016, we have run more than 200 national, multi-market, and global pitches. Media billings of contracts awarded under our guidance in this period have totalled more than $12bn. Based on this market-leading experience, the Ebiquity team has brought together ten, best-practice guidelines to help advertisers succeed in the art and science of agency selection. We know that these guidelines deliver the right outcome for advertisers – the right partner for today and tomorrow, with the right contract.
What it covers
In this Viewpoint paper, we consider all the different domains of media that CMOs need to master to make them work hardest for their brands, both at the level of individual components and as an integrated whole. We do this by setting out the framework we use with our CMO clients that enables them to master all the interconnected challenges of media – operational, technological, creative, and organisational – as an integrated whole. It’s our ambition that it becomes the defining framework to help CMOs tame the increasingly fragmented media ecosystem.
CMOs need a structured framework to make sense of all the aspects of today’s complex and fragmented media landscape and to take advantage of the emerging opportunities available for brands.