Bill Duggan, VP ejecutivo de ANA
For Bill Duggan, Group EVP of the ANA advertisers should be more active in their relationship with media agencies, because at the end they are responsible for these investments. After the release of the K2 Intelligence report which showed non-transparent business practices in buying media, ANA began a campaign to advice marketers and brands in the complex multiscreen landscape. “Media is the largest marketing expenditure at many companies and advertisers should be responsible for assuming greater internal stewardship of their media investments. They need to lean in and be more active overseers of their media spending and take a hands-on role in all media-related decisions” Dugan noted. “Over the years when discussing media management issues, I have many times heard the phrase, ‘That’s why I hire my agency’ and this is a mistake. Those who fail to exercise active internal stewardship do so at their own risk.” He said that as advertisers have a clear understanding of how their company’s media dollars are invested, these operations will optimize. That includes full knowledge of how media plans are deployed, in-depth reporting of the costs of those deployed plans and full reporting and analysis of the effectiveness of executed plans. “Importantly, advertisers should develop relationships with key external media partners with whom they conduct business. The purpose here is not to cut the media agency out of discussions, rather to get closer to it.”
