Steering media from the centre

Viewpoint September 2019
Steering media from the centre

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The four principal advantages of running a centralised media function


Digital consumer technology is everywhere and it has changed the ways in which brands communicate and engage with their customers. This revolution in both technology and communication has also changed how consumers interact – often directly – with brands. In many categories, this has created a new generation of direct to consumer (D2C) brands which use digital-first customer journeys. As a result, marketing is changing faster than ever, making brands rethink the shape and composition of their marketing organisations.

Media is in the front line of these changes, with consumers rapidly shifting where and how they consume media. As a result, some major advertisers are assessing whether they need a central media function and expertise at all. Some have chosen to reorganise their marketing operations around the digital customer journey, or content, rather than media.

Photo of Mark Gay

Mark Gay

Global Client Partner

Mark in an acknowledged expert in global media evaluation systems and reporting, with more than 15 years’ experience in media consultancy. He joined the company in 2013 from Fairbrother Lenz Ely, when Ebiquity acquired FLE. He had been with the business since 2005, where he rose to become MD the international team. Before FLE, we worked for Media Audits UK.

What it covers

In this Viewpoint paper, we detail the four principal advantages of running a centralised media function: C-suite credibility, strengthened agency partnerships, ensuring best practice is shared across markets and brands, and the alignment of marketing strategy and overall business strategy. The paper includes recent case studies, from P&G, VW, and Vodafone.

For many brands, customer journey management is now one of the most important lenses through which they can and should manage their marketing communications.