How Verizon’s Chief Media Officer is driving change

Geoffrey Precourt

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

In August 2016, the Association of National Advertisers (ANA) published its "Media Transparency: Prescriptions, Principles, and Processes for Advertisers" report.

And the first recommendation under the "Advertiser Responsibilities" section was every bit as direct as it was counterintuitive to the traditional brand-management model.

"Advertisers," the report proposed, "should appoint a chief media officer – either in title or function – who should take responsibility for the internal media management and governance processes that deliver performance, media accountability, and transparency throughout the client/agency relationship."

And Verizon – the brand with perhaps the most formidable messaging challenge in America – was the...

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