#MediaSnack

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.  

My guest for this episode is Tom Kuhn, Vice President of Marketing at PGA Tour.

Tom Kuhn: https://www.linkedin.com/in/tomwkuhn/

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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. 

From MadMen to Walled Gardens, what has been the role of an advertising lawyer and what best guidance do they give CMOs to navigate today's complex media landscape?

What will happen in the FBI investigations into US media practices?

How can we repair trust in the advertising ecosystem?

Who better to ask than the world's best ad lawyer, Mr. Doug Wood from Reed Smith in New York. A lawyer for four decades, Doug has also been General Counsel to the Association of National Advertisers (ANA) for the last 20 years.

In this wide-ranging interview, Doug shares his expertise and experience gained from having been in the rooms where major deals between marketers, agencies and publishers have been built.

We also discuss Doug's new techno-thriller novel 'Dark Data: Control, Alt, Delete'



Episode Links:

Doug Wood LinkedIn

Doug Wood Twitter

ReedSmith Twitter

ANA contract adoption research

'The Selfish Ledger' on YouTube

Dark Data: Control, Alt, Delete by Douglas J Wood

On this week's #MediaSnack David Indo is joined by Miriam Jordan Keane, Head of Marketing at British Gas, to discuss the company's marketing transformation, recent media pitch and the role of the in-house media leader. David and Miriam discuss the incredible transformation that British Gas is going through as a brand and Miriam shares her perspective on evolving media landscape. She argues that it’s very important it is for brands to be able to adapt to these changes and suggests that having the customer at the heart of the organisation has played a massive part in British Gas’s success . As one of the UK's leading advertiser, British Gas's constant ambition is to be a customer-centric and future proofed brand. It’s not an easy transformation but Miriam says it is very exciting because it provides more opportunities for greater success in the near future.Next, they discuss the recent British Gas media pitch, which was managed by ID Comms. The account was awarded to MediaCom last month and all participating agencies were hugely inspired and motivated by the marketing team’s clarity of vision, desire for media excellence and commitment to find a true media partner. Miriam points out that having clear ambition for media allowed British Gas to get the best agencies to compete and has also enabled the marketing team to see the impressive scale of media talent in the media market. She argues that having defined their media agency requirements so clearly not only gave the brand an opportunity to see a "pitch theatre", but it also allowed agencies to showcase great work that was aligned with the company's ambition for media.

#MediaSnack 110: TRAINING: The Media Action Plan for 2018 by ID Comms

"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

In this week’s #MediaSnack, Tom and David focus on the third and most recent speech by P&G marketing boss Marc Pritchard. This time out Marc addressed the leaders of the world’s agency community at the 4As ‘Transformation’ conference in Los Angeles. The 4A’s is the US trade association for agencies and this their big agency conference.http://www.thedrum.com/news/2017/04/04/pg-s-marc-pritchard-says-ad-landscape-needs-get-simpler-and-consolidate His message to US media agencies was very clear “We want you to innovate but right now, job one is leading media transparency. We need to clean up - now” By choosing to deliver the third part of this media transparency action plan right ‘in the lion’s den’ of the agencies’ own conference platform, Marc Pritchard was making sure there was no room for misunderstanding.http://blog.idcomms.com/the-week-that-changed-media-forever Like in his previous keynotes at IAB and ANA conferences, his language is plain, unambiguous and compelling. This was a powerful message not just because P&G is the world’s biggest advertiser but also because he was clearly channelling the collective frustrations of many of the world’s advertisers. Tom and David argue that the power of his message was its beautiful simplicity. With the wisdom and clarity of someone who truly understands the challenges of marketing in the digital era, Marc was able to condense industry jargon into some clear, direct messages to the agency community. He laid out clear expectations of action he thinks they need to make.http://content.idcomms.com/mediachange-webinar-marc-pritchard-of-pgs-media-transparency-action-plan-what-now The first was that the complexity of the media supply chain was not P&Gs problem to fix, it is the agencies’ problem. He didn’t want to know about it, he just wanted them to solve it so that marketers could be freed up to make smart decisions. The second was that they needed to solve the transparency issue. Only then would his olive branch that agencies would be trusted much more and become true partners start to bear fruit. David and Tom highlight the fact that nowhere in this presentation (or the previous two) did Marc actually talk about saving money or reducing costs, in fact he talked about rewarding agencies for the talent they bring to the table. They argue that Pritchard’s three speeches this year – before this he spoke at the IAB and ANA – have encouraged advertisers to take greater control of their media, to have a view of what it can do for their business. Hopefully the medium to long-term impact of Marc’s action plans and call to action, will be fewer brands who merely think media is a cost and think it’s a good idea to commoditise agency scope, fees and payment terms through blind eAuctions. Those short-sighted brands looking to evaluate agencies largely on these commercial terms are missing the opportunity Marc is describing, to unlock a new level of trust, transparency and partnership with their media agencies, which actually focuses on growing brands and driving a business outcome, rather than a race to the bottom.

On this episode of #MediaSnack WINNERS, Tom Denford sits down with Gordana Buccisano, Global Brand Comms Strategy Director at Reckitt, to explore how brands can stay meaningfully connected to consumers amid rising complexity. A seasoned strategist with decades of experience across agencies, platforms, and now the brand side, Gordana shares why comms planning deserves a seat at the center of marketing—and why more brands should own their strategy internally rather than outsourcing it entirely.

They discuss the evolving role of brand communication in a fragmented media landscape, the importance of bringing consumer voices inside the business, and how internal comms leadership can unlock more effective collaboration with external partners. Gordana also shares her candid thoughts on mentorship, resilience, and why embracing discomfort is essential for growth—especially for women navigating leadership in marketing.

Learn more about ID Comms: https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

This week on #MediaSnack we'll be devoting the whole episode to consider one of the most significant and famous media events of the year. It's a #SuperBowl special!With the big game just a few weeks away we will consider :- why the Super Bowl is still considered such a powerful advertising opportunity for brands in the digital age?- how does the Super Bowl work from a media perspective?- what does it cost to buy a spot in the Super Bowl?- who are the major Super Bowl advertisers this year?- we consider why do brands prize Super Bowl spots so highly?- how have brands used digital and social channels like YouTube and Facebook to extend the impacts and views of their Super Bowl commercials? We will meet Stephan Schwarz, Business Analyst at ID Comms who gives us some of the social media numbers and trends behind the Super Bowl advertising.Finally, we look at the good and bad of Super Bowl advertising and consider why this is such a one off event and not something which raises the bar of brand communications consistently across the year.

#MediaSnack is BACK and better than ever with #MediaSnack WINNING ✨

Tom and David are returning to share the next evolution of our podcast, designed to help you stay ahead, make smarter decisions, and, most importantly, win in media.

Each episode, we'll break it down into three key segments:
👉 How Not to Lose – We break down the Omnicom x IPG merger and what it means for brands and agencies. Plus, we explore the potential US TikTok ban and the steps brands should take to future-proof their businesses.
👉 How to Win – It’s time to talk renegotiation. We share practical tips on how advertisers can get the best outcomes when revisiting their agency contracts.
👉 Who’s Winning in Media? – Tom sits down with Evan Shapiro, the “media cartographer,” for a fascinating conversation on where the industry is heading.

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Links
“To Pitch or Not to Pitch”:
https://www.idcomms.com/blog/to-pitch-or-not-to-pitch

Follow Evan on LinkedIn:
https://www.linkedin.com/in/eshap-media-cartographer/ 

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#MediaSnack is brought to you by ID Comms, the global media consultancy dedicated to helping brands achieve better media results. Want to use media to drive brand growth? Visit https://www.idcomms.com/