The answer to the principal media question is governance
Former managing director at PHD Melbourne Simon Lawson argues that as agencies shift from agents to principals, it’s time for marketers to rethink media investment governance.
Simon Lawson
I don’t know if you’ve noticed, but everyone in our industry seems to be talking about the same thing.
Flawed structures. Misaligned incentives. Conflicts of interest.
Whether it’s Henry Innis highlighting the structural conflicts embedded within some DSP models, Jen Davidson arguing that media planning is inherently compromised when agency profits vary depending on what gets executed or the Association of National Advertisers (ANA) cautioning marketers in their latest report, The Continued Acceleration of Principal Media, everyone is pointing to the same underlying issue.
Trust is under pressure.
well written Simon