Changing the Rules on Media Accountability

Thomas E. Bridge

The author argues that client-side marketing executives must implement media plans and media buys that are accountable.

Changing the Rules on Media Accountability

Thomas E. BridgeMedia Management, Inc.

For the entire history of the advertising industry, media has been a black hole that most clients don't understand or want to understand. Media is gray, boring, and to the uninitiated, too complex to bother understanding. Agency media professionals have excelled in maintaining this cultural trend by providing reports to clients that in this day and age are too time consuming to work through and typically do not have action-based outcomes. Furthermore, the media reporting processes from agency to agency compound this issue for most clients. The challenge...

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