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...