“The conversation about in-house media teams has become even more important in current times,” argued Chris Luna, engagement leader at 3M Corp.’s Consumer Business Brand Center.
“The [COVID-19] pandemic has created the need for more efficiency and more control in our industry ... There's a lot more accountability on media channels.”
Luna created 3M’s first fully in-house digital-media team, he explained to an Association of National Advertisers’ (ANA) webinar audience, to streamline planning and implementation, while also reducing the layers between 3M and its media partners.
But one of those “layers” – the Minneapolis-based agency of record (and 3M neighbor)...