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.
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.