ID Comms talks to Marla Skiko, Global Head of Media at Ford Motor Company, about the ANA’s Media Transparency report and its lasting impact.

The report helped underpin a process that the company had already begun, reviewing its relationships with agency partners and the level of transparency it wanted, says Marla.

“The transparency report really just gave us some more things to think about. There were some more talking points. It was just more information and background that helped inform conversations that were already right underway,” she says.

Marla, who was working at Publicis Media when the report was originally published and joined Ford in January 2020, says there were issues for Ford around standards, brand safety and metrics that all needed roadmaps for internal and partner use to ensure nothing was left to chance.

“We also changed the makeup of some of we, we thought about, you know, who do we need to have internally so that we have accountability on ourselves. Do we have the right people in the right roles who have the right understanding of how data and technology work and how that's associated with our media spending so that we can then partner with our agencies. It should be, you know, equal on both sides,” she says.

And, she adds, it’s a collaborative process. “The ANA has been really helpful in that and bringing marketers together so that we can benchmark off each other. We can compare notes and as we define what this should be, we then have more of a holistic nature of looking at this. You don't just see it from your angle, but you hear what other people are talking about,” she says.

"People thought I was crazy to leave brand marketing and go into media...but its an area of amazing growth opportunity, as a company and personally. I'm in a continuous learning stage"

What is a Chief Media Officer and how does she use media to drive a growth agenda for the CMO? Learn about this special role from Lina Polimeni, the Chief Media Officer at 145 year old pharma giant Eli Lilly.

Lina agreed on the Chief Media Officer title with her new boss when she moved from a brand marketing role into the leadership of the company's media investment in 2019.

"Not everyone in media is born in media as a career, a lot of my background is in brand marketing and sales...I chose to leave brand marketing and join media". Lina says the role allows her to connect to Eli Lilly's consumers and better understand their motivations so their brands can be more real, something she says we need even more after a pandemic.

My guest for this episode is Lina Polimeni, Chief Media Officer at Eli Lilly.
https://www.linkedin.com/in/lina-poli...

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

The first of a 5 part series with practical tips on HOW to position media as an investment in growth. We celebrate the ANA's recent 'Media KPIs That Matter' report which does a great job to highlight the gap between the KPIs advertisers say they use today compared to the KPIs they believe to be the most important. Bravo to the ANA to highlighting the work to be done to align Media KPIs better to business outcomes.
Regular #MediaSnack viewers will know we believe that good KPIs are the cornerstone to getting media seen as (and working as) a lever for company growth.

We also celebrate the ANA's 'Media Leadership Growth Council' which is a smaller group than their Media Committee, tasked with aligning media to the ANA's CMO Growth Council, this is their boilerplate, its a work of beauty...

For more information on the Media Leadership Growth Council, please contact Mark Stewart ([email protected]).
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Episode links:

Download the ANA 'Media KPIs That Matter' report here: https://www.ana.net/miccontent/show/i...

Follow some of our tips for REFRESHING media to be a new source of company growth, by following our free workbook for marketers.
www.IDComms.com/GROWTH

Also check out:
ANA Media Transparency report 2016 - https://www.ana.net/content/show/id/i...
ISBA contract template - https://www.isba.org.uk/knowledge/con...
WFA - Project Spring -  https://wfanet.org/leadership/project...
WFA - Media Charter - https://wfanet.org/leadership/global-..
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#MediaSnack is the weekly LIVE show for curious media professionals who are reshaping the global industry. Join us every Friday at 11am ET and 4pm UK.

Thanks for watching, if you enjoy #MediaSnack please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

One of the most successful and well-connected media operators in the US, Bill Wise's shares his fascinating experiences growing some of the most well-known companies in digital advertising. 

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

My guest for this episode is Bill Wise, CEO of Mediaocean.
https://www.linkedin.com/in/billwise/

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Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

-----

#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

For 15 minutes, stand in the shoes of one of the world's most influential media directors, Ron Amram who leads global media at Mars Inc.

Ron is such a considered and articulate practitioner of the role of Media Director, previously with Heineken and Sprint Mobile. He is very candid about his job and some of its challenges, plus he shares how the Mars company positions media in driving company growth.

"My job is to build a center of excellence and drive our capability forward really three to five years into the future"

At Mars Ron and his teams talk about "Progress over Perfection" and he explains you have to learn and iterate at speed. "The job is never complete and you will never be perfect. Make the hypothesis and go fail, move forward, learn and do it again. If you're measuring, if you're improving that's progress and it's better than not doing anything at all...so for us Progress over Perfection is the real leadership and you go from there".


Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

My guest for this episode is Ron Amram, Senior Director, Global Media at Mars Incorporated.
https://www.linkedin.com/in/ronamram/

A candid conversation with Uber's Travis Freeman. How did the business have to pivot in 2020?
What does the Global Head of Media and Social at Uber consider the biggest challenges for the media industry? How can media directors use their influence as a force for good in the world?
And what does Travis do in his spare time to reflect and recharge away from media?
Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Travis Freeman, Global Head of Media & Social at Uber.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

-----

#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

A candid conversation with Wendy Clark. What does the new CEO of Dentsu International consider the biggest challenges for the media industry? What is she trying to achieve at Dentsu to meet the future needs of advertisers? And what does she do in her spare time to reflect and recharge? Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Wendy Clark - CEO of Dentsu International one of the world’s largest communications groups.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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Wendy's tip for leadership: Sun Tzu 'The Art of War'
https://www.amazon.com/Art-War-Sun-Tz...

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

What does the new CEO of GroupM North America consider the biggest challenges for the media industry? What is he trying to achieve at GroupM to meet the future needs of advertisers? And what does he do in his spare time to satisfy his "need for speed"? Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Kirk McDonald - CEO of GroupM, North America, one of the world’s largest media agencies.

We ask:
1. Tell us who you are and what you do?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

-----

#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

Media For Business Growth: Media Operations #MediaSnack 161 by ID Comms

Media For Business Growth - #MediaSnack 160 by ID Comms