Redefining media value

Steve Fajen and Arthur Anderson

This paper argues that changes in the business environment have resulted in media value being redefined so that it is more about 'outcomes' (sales effectiveness) and less about 'inputs' and 'outputs' (media efficiency).

Redefining Media Value

Arthur AndersonandSteve Fajen Morgan Anderson Consulting

Media spending is still one of the largest annual G&A investments of marketers, but getting a good return is increasingly difficult because of today's chaotic economic environment and a preoccupation with the wrong metrics. The question of 'media value' increasingly gets raised in the boardroom, and media management consultants are asked to give media-value opinions and provide media-value solutions.

The issues confronting marketers today are enormous. Brand performance issues abound, there is uncertainty over the U.S. and global economy, and global politics adds uncertainty. To make matters worse,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands