#MediaSnack

In this episode of #MediaSnack, Tom Denford and David Indo dive into the unfolding drama between top media agencies and global brands Coca-Cola and PepsiCo. With Publicis stepping back from Coke to embrace a lucrative PepsiCo deal, Coca-Cola is left in a strategic quandary, reopening its $700 million media account. As WPP exits the pitch, Omnicom and Dentsu are positioned as potential contenders. Denford and Indo analyze the implications of these high-stakes moves and offer actionable insights for marketers navigating the evolving media landscape. **What You'll Learn:** - The strategic pivots of Coca-Cola and PepsiCo in their media partnerships. - The impact of agency consolidation on brand options and strategy. - How marketers can leverage current agency dynamics for their benefit. - The broader industry implications of this high-profile media shake-up. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, Tom Denford and David Indo delve into the intricacies of Media Palooza—a pivotal period where $40 billion in media spend is up for grabs. They explore three strategic approaches advertisers can take: a wide-scale competitive pitch, a discreet renegotiation with incumbents, or a bold, innovative move like Pepsi's recent play. The conversation also highlights the evolving market focus from cost savings to strategic growth, emphasizing the role of agencies in driving innovation. Join us as we unpack the implications for advertisers and offer actionable advice for navigating this dynamic landscape. **What You'll Learn:** - The three strategic routes advertisers can take during Media Palooza - How market priorities have shifted from cost-cutting to growth and innovation - The impact of Pepsi's bold agency move and its industry implications - Key considerations for advertisers when engaging in agency pitches Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at http://www.idcomms.com

In this episode of #MediaSnack, Tom Denford and resident pitch expert Yasmena explore the art of crafting the ultimate pitch brief amidst the $40 billion Media Palooza wave expected in 2027. They emphasize the importance of presenting a clear, strategic vision to attract top agencies and share insights into the four critical questions agency CEOs consider when evaluating briefs. Jasmina provides valuable advice on aligning internal objectives, leveraging AI, removing ambiguity, and selling the opportunity effectively to agencies. Discover how to ensure your pitch brief stands out and secures the best agency partners. **What You'll Learn:** - The four essential questions agency CEOs ask when reviewing pitch briefs. - How to align internal objectives and incorporate AI effectively in your brief. - Strategies for removing ambiguity and defining success in your pitch. - Tips for engaging agency leadership and selling your opportunity early. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com.

In this episode of MediaSnack, we delve into the crucial elements of preparing for agency pitches, especially in the context of a potential MediaPalooza. I discuss the common pitfalls of acquiring off-the-shelf agencies without first assessing internal media capabilities. We explore the importance of defining your current operating model and envisioning a future state that aligns with your media strategy. By conducting a thorough internal review and engaging in a build or buy workshop, you can create a clear blueprint. This groundwork not only enhances your pitching confidence but also positions your brand favorably in a competitive agency landscape. Tune in for practical insights to optimize your media investment and strategy ahead of the upcoming pitch cycles.

In this episode of #MediaSnack, titled "MEDIA PALOOZA: THE TIMELINE - Advice for Advertisers," I delve into the imminent phenomenon of MediaPalooza, where a surge of agency pitches is set to take place. Joined by David Indo from London, we explore the critical timeline marketers need to consider for successful pitches. We discuss the importance of preparation, covering everything from understanding current contracts to designing an effective operating model. With insights into the potential pitfalls of rushing into the marketplace too soon or too late, I outline a strategic approach to ensure your agency pitch stands out in a crowded field. Tune in for essential advice to navigate this complex landscape and optimize your media investments.

In this episode of MediaSnack, I delve into the upcoming Mediapalooza 2027, an anticipated event that could redefine the media landscape. With tens of billions in media spend set to pitch, I explore what Mediapalooza means for advertisers and how 2027 is poised to surpass previous years in scale and complexity. Join me as I unpack critical insights on the implications for media procurement, the role of AI in shaping agency capabilities, and strategies for marketers to navigate this evolving environment. This episode marks the beginning of a ten-part series aimed at equipping brands with the knowledge to thrive in a rapidly changing media landscape. Tune in to stay ahead of the curve and prepare for the challenges and opportunities that lie ahead.

In this episode of #MediaSnack, Tom Denford and David Indo explore one of the biggest challenges facing marketers today: how to build trust with media agencies while still maintaining independent oversight. They discuss why traditional auditing is no longer enough, how today's media ecosystem has created new layers of complexity, and why verification—not blind trust—is essential to protecting media investments. The conversation also covers the most common governance mistakes organizations make and practical strategies for creating greater transparency, accountability, and long-term value. What You'll Learn: -Why independent verification is more valuable than traditional media auditing -How changing agency commercial models have increased the need for stronger governance -The difference between benchmarking, auditing, and verification Common mistakes marketers make when overseeing media investments Practical ways to improve transparency, accountability, and media performance Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com.

In this episode of #MediaSnack, we dive into the pressing question: Can agencies be trusted? Hosts Tom Denford and David Indo explore the evolving landscape of the media and marketing industry, addressing the complexities that have emerged since the landmark transparency report a decade ago. As marketers grapple with new technologies and shifting agency business models, the duo highlights the importance of building trust through effective governance and transparent partnerships. They emphasize that while agencies are invaluable strategic partners, it is essential for clients to set clear expectations and focus on outcomes that drive business growth. Tune in for insights on how to navigate this intricate relationship and what steps both marketers and agencies can take to foster a successful collaboration.

In this episode of #MediaSnack, Tom Denford and David Indo delve into the recent challenges faced by WPP, including major account losses and ongoing legal issues. They discuss the implications of WPP losing the Adidas account to Omnicom and what it signifies for the agency's future. The conversation also covers the significant legal trouble WPP is facing in China, where former executives have been sentenced for commercial bribery. Despite these setbacks, David offers a more optimistic view on WPP's strategic outlook under Cindy Rose’s leadership. **What You'll Learn:** - The impact of WPP losing the Adidas account to Omnicom - Insights into the legal challenges WPP faces in China - How these developments affect global marketers and advertisers - Cindy Rose’s strategic response and future plans for WPP Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at [www.idcomms.com](http://www.idcomms.com).

In this episode of #MediaSnack, Tom Denford and David Indo dive into the latest media industry buzz as the Cannes festival approaches. They explore Publicis's strategic moves, including their $2.2 billion acquisition of LiveRamp and a satirical AI-focused video that stirred industry waters. The duo also sheds light on Dentsu's resurgence, fueled by new leadership and the retention of Heineken's media business. Tune in to understand the implications of these developments for advertisers and what's next on the horizon for media agencies. **What You'll Learn:** - The impact of Publicis's acquisition of LiveRamp on the media landscape - How Publicis's video has sparked controversy in the industry - Insights into Dentsu's strategic moves and leadership change - What these shifts mean for advertisers and media buying Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com.

In this episode of #MediaSnack, Tom Denford sits down with Bill Tucker, CEO of Aquila LLC, to discuss the groundbreaking initiatives Aquila is bringing to the media measurement landscape. They delve into the intricacies of cross-media measurement and how Aquila's platform is set to revolutionize deduplicated reach and frequency across major platforms like YouTube and Meta. Bill shares insights on the challenges and triumphs of integrating data analytics and AI into media strategy, and the collaborative spirit driving these advancements. This episode promises a comprehensive look at how Aquila is poised to transform industry standards and empower advertisers with smarter data-driven decisions. **What You'll Learn:** - How Aquila is pioneering cross-platform media measurement. - The role of AI and data analytics in media planning and strategy. - Insights into Aquila's collaboration with major media platforms. - The anticipated industry impact of Aquila's new measurement tools. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, I dive into the implications of a recent webinar celebrating ten years since the ANA's groundbreaking media transparency report. Join me as I explore the current state of transparency in the advertising industry, revealing that nearly half of advertisers still harbor serious concerns. I discuss the stagnation in progress over the last decade, despite initial excitement for change, and highlight key survey findings that underscore the need for immediate action. I also provide practical advice for marketers on how to enhance media governance, including updating contracts, asking the right questions, and verifying media spend effectiveness. Tune in for insights and strategies to ensure your media investments are optimized for maximum return.

In this episode of #MediaSnack, Tom Denford and pitch expert Yasmena, evaluate the ANA and 4A's new pitch principles, providing a tier ranking of each based on their relevance and impact. The discussion highlights the importance of mutual commitment, streamlined timelines, and the nuances of speculative work and compensation. Discover how these principles can transform your pitch process and lead to successful agency partnerships. **What You'll Learn:** - The significance of chemistry and transparency in agency pitches - How to prioritize and rank the ANA and 4A's pitch principles - Best practices for managing pitch timelines and stakeholder involvement - Insights on compensating for pitch labor and maintaining fair agreements Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, we explore the newly released principles for best practices in agency pitches, crafted in collaboration between the ANA and the 4As. Joining them are Greg Wright and Matt Kasindorf, who provide insights into the importance of transparency, fair timelines, and chemistry in fostering successful client-agency relationships. The discussion highlights the need for clear communication and mutual respect to ensure effective pitch processes and long-term partnerships. Tune in to discover how these guidelines can transform your approach to media procurement and marketing. **What You'll Learn:** - The significance of transparency and open communication in agency pitches - How to streamline the RFI process for more efficient selection - The role of chemistry and cultural alignment in successful partnerships - Best practices for pitch compensation and fair agreements https://www.aaaa.org/blog/ana-and-4as-10-principles-of-pitching/ https://www.ana.net/miccontent/show/id/pulse-2026-05-ana-and-4as-positive-pitch-principles Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, Tom Denford and David Indo dive into the complexities of outcome-based pricing in the media marketing industry. They explore the benefits and challenges associated with this remuneration model, offering insights into how it can impact advertiser-agency relationships and media investment transparency. The duo also introduces Akila, a promising cross-media measurement solution, and discusses its potential to revolutionize how advertisers manage their campaigns. To wrap up, they share their thoughts on recent industry developments, including Dentsu's retention of the global Heineken account. **What You'll Learn:** - The pros and cons of outcome-based pricing models. - How Akila aims to transform cross-media measurement for advertisers. - The latest industry trends and their implications for media strategies. - Insights into Dentsu's recent successes and challenges. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at [www.idcomms.com](http://www.idcomms.com).

In this episode, Tom Denford and David Indo dive into the biggest trends from the ANA's advertising financial management conference. They explore the complexities of outcome-based pricing and its implications for advertisers, highlighting both the opportunities and the risks involved. The duo also tackles the controversial topic of principle-based buying, questioning its impact on transparency and advertiser trust. Finally, they introduce the new ANA and 4As guidelines for pitch best practices, promising a deeper dive in the next episode. **What You'll Learn:** - The pros and cons of outcome-based pricing in media contracts. - Why principle-based buying is stirring debate in the industry. - Key insights from the ANA's latest report on media buying. - An introduction to pitch best practices guidelines by ANA and 4As. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, Tom Denford and David Indo welcome Bill Duggan from the ANA to discuss the evolving landscape of marketing procurement and its implications for advertisers. They delve into the significance of the ANA's Advertising Financial Management Conference and explore the rising importance of principal media and AI in transforming agency operations. The conversation also highlights the need for transparency and governance in principal media, as well as the growing influence of AI on creative and media processes. Join the discussion to understand how these trends are reshaping the marketing industry. **What You'll Learn:** - Insights into the ANA Advertising Financial Management Conference - The role of principal media and its impact on agency-client relationships - How AI is restructuring agency operations and efficiency gains - The importance of transparency and governance in media procurement Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia

In this episode of #MediaSnack, Tom Denford and David Indo delve into the recent FTC settlement with major advertising groups, discussing its implications for brand safety and advertisers. They explore the role of brand care, emphasizing the need for marketers to take ownership of where their brands appear. The conversation shifts to Publicis' impressive Q1 results and their strategic win of Microsoft's media business, highlighting the growing importance of tech partnerships in media planning. The episode wraps up with a tribute to Bob Liodice's impactful career at the Association for National Advertisers. **What You'll Learn:** - The implications of the FTC settlement on brand safety in advertising - Why brand care is essential for marketers - Insights into Publicis' strategies and success stories - How technology partnerships are reshaping media planning Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

In this episode of #MediaSnack, Tom Denford and David Indo explore the complexities of media investment and its potential for driving business growth. They emphasize the importance of viewing media as an investment rather than a cost, highlighting the need for aligning internal media capabilities with external agency partners. The duo provides actionable insights on optimizing media strategies by focusing on internal capabilities, external partnerships, and paid media investments. With a trillion dollars spent annually on media, they stress the importance of leveraging this investment effectively to avoid wastage and gain a competitive advantage. **What You'll Learn:** - How to shift your mindset to see media as an investment in growth. - The three-step framework for optimizing internal and external media operations. - The importance of transparency and auditing in media spend. - How to align your organization and agency partners for maximum media effectiveness. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com.

In this episode of Media Snack, I delve into the ongoing tensions between media agencies and demand-side platforms (DSPs), focusing on the latest developments regarding The Trade Desk. With major holding companies like Publicis and Omnicom conducting audits and expressing concerns about transparency, I discuss the implications for advertisers and the critical need for clarity in media buying practices. Additionally, I explore insights from a new ANA report on principle-based media, revealing that many advertisers are still unaware of its presence in their contracts. Join me as I provide actionable advice for navigating these complex issues and ensuring your media investments are optimized for transparency and accountability.

In this episode of #MediaSnack, Tom Denford and David Indo dive into the high-stakes clash between Publicis and The Trade Desk, two giants in the media industry. They unravel the complex issues surrounding transparency, fees, and governance that have caused a significant rift. As they explore the implications for advertisers, they emphasize the urgency for marketers to take action and improve their digital governance. The episode concludes with actionable advice for CMOs to navigate this evolving landscape effectively. **What You'll Learn:** - The key issues at the heart of the Publicis and The Trade Desk conflict - Why digital transparency is critical for advertisers - Practical steps CMOs can take to mitigate risks and improve governance - Insights into optimizing media partnerships and contracts Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com With Publicis urging clients to reconsider their relationship with The Trade Desk, we explore the three major allegations of fee mismanagement and the potential risks marketers face. I'll share insights on how to navigate this evolving situation, emphasizing the importance of transparency and governance in media investments. Tune in for practical advice on assessing your current contracts and optimizing your media strategies for competitive advantage amidst these industry shifts. Don't miss this essential discussion that could redefine how you manage your media budgets.

In this episode of #MediaSnack, Tom Denford and David Indo delve into the latest trends and news impacting the global media and marketing industry. They spotlight the impressive growth of the Stagwell Group and its position as a challenger in the market landscape. The discussion also covers the potential impacts of geopolitical tensions on marketing strategies, particularly in media allocations and agency pitches. Finally, they touch on recent leadership changes and their implications for the media industry. **What You'll Learn:** - The strategic positioning and growth of the Stagwell Group. - How current geopolitical tensions could affect media planning and buying. - Insights into recent agency leadership changes and their potential impact. - Practical advice for CMOs on adapting media strategies in uncertain times. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com

Welcome back to #MediaSnack LIVE with Tom Denford and David Indo. This week we are unpacking the ultimate battle for agency survival and the tech platforms claiming to save the day. Tom Denford dives into the agency 'Red Ocean'. With media agencies locked in a brutal fight for market share, what are the direct implications for CMOs and Procurement Directors negotiating fees today? David Indo reveals his insider review of 'WPP Open'. Is holding company tech delivering a true competitive advantage for brands, or is it just a retention tool? We separate the pragmatic reality from the sales pitch.

In this episode of #MediaSnack, Tom Denford and David Indo delve into the shifting landscape of media agencies, focusing on the transformation of major holding companies like WPP, Omnicom, and Publicis. They explore how these agencies are evolving from service-based models to sales-driven entities, impacting their relationships with marketers. David Indo provides an insider look into WPP's innovative technology platform, WPP Open, highlighting its potential efficiencies and challenges. The discussion also offers practical advice for marketers on navigating this evolving ecosystem while maintaining competitive advantage. What you will learn in this episode: - The transformation of media agencies from service to sales models. - Insights into WPP's new technology platform, WPP Open. - Challenges and opportunities in agency-client relationships. - Practical advice for marketers to maintain a competitive edge. Subscribe to #MediaSnack to stay informed, stay competitive, and stay winning. Let's all #GetGoodAtMedia together. #MediaSnack is presented by ID Comms, the award-winning global media advisory and analytics firm. We've been helping the world's most ambitious marketers #GetGoodAtMedia since 2009. Find out more at www.idcomms.com.

On this week’s #MediaSnack we continue the theme of Change from last week’s episode which you will recall that our word of the year is CHANGE and we considered this across three areas: Advertisers, Agencies and Accountability. We received loads of private comments, questions and emails (why do you guys not leave comments below so everyone can see them??) which suggested we really hit on something which is on the minds of others and perhaps piqued some interest in media change. On episode 60 we dig into some of those questions, specifically a few of those we got from advertisers. To get a balanced and rounded perspective we picked questions from 3 different advertisers; a CMO, a media procurement leader and a global media director.

On this episode of #MediaSnack WINNERS, Tom Denford speaks with Charles Singer, Director of National Media, Digital & Performance Marketing at Henkel North America, about how challenger brands can win by building trust, driving consistency, and staying curious. With experience across media agencies, platforms, and now client-side, Charles shares how his team connects brand-building with performance through smarter planning, tighter integration, and a relentless focus on relevance. They explore the challenges of maintaining brand safety and earning consumer trust in a fragmented media environment, and why resisting the urge to constantly reinvent is key to long-term success. Charles also shares how Henkel is combining media strategy, e-commerce, and shopper marketing to move from challenger to category leader, and why travel—and asking good questions—have played a major role in shaping his career. Learn more about ID Comms: https://www.idcomms.comFollow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Finding The Right Media Agency PART 2 - Investment Exercise: #MediaSnack 140 by ID Comms

30, 60, 90, 120 days or more?? What is the MAGIC number for payment terms and how do you balance the needs of finance with the ambitions of marketing?This is THE most loaded question for marketing and procurement to ask their agencies. Here's the #MediaSnack alternative perspective on what are the right payment terms for media, plus we share #ThreeGreatTips for advertisers on how to align your stakeholders on that magic number, in order to balance the needs of finance with the ambitions and objectives of marketing. This episode needs to be a catalyst for constructive discussion; understanding the drivers of advertiser payment terms and also the implications for pushing payment terms beyond reasonable levels and how that can negatively impact marketing effectiveness. Please leave your comments below!#MediaForGrowth#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.

Is Money Still The Decision Factor In Media Pitches? #MediaSnack Ep. 146 by ID Comms

#MediaSnack 120: Accenture: TANKS are on the Lawn by ID Comms

How to manage media in a recession: #MediaSnack 153 by ID Comms

Marketers want better agency pitches; ones that are value-creation exercises and where everyone joins together in a race to the top.Agency CEOs take pitching for new clients very seriously. Some might argue its actually what motivates them more than anything else. Most agency leaders are judged by their ability to grow and the best way to do that of course is to win lots of new clients and so they build big teams and apply big resources to do just that.Agencies make huge investments in winning new clients, involving many hours of management, finance, strategy, buying and support teams. A lot of the (carbon-intensive) business travel has thankfully been cut from the pitch process, but they can still take a lot of people’s time. Usually, the CEO sees this as the cost of the pitch, but its not wasted, as pitches can have a momentum effect in the agency; they bring diverse teams together to solve problems, they build relationships, trust and positivity, no matter what the end result.Poor feedback leaves agency leaders frustrated and a little embarrassed; they have no words of encouragement for their tired teams, they have no awareness of where they left gaps and they have no idea how to do things differently in the future. This is a failure of a pitch process for everyone.Better Pitches = Better Partnerships!On this episode of #MediaSnack LIVE, we explore some key questions around the future of the creative and media agency pitch. Featuring guest speakers from leading trade associations, agency leadership and major advertisers: Matt Kasindorf -- SVP, Business Intelligence & Insight at the 4A's Nicholas Louisson -- Director of Agency Services at ISBA Greg Wright -- SVP,  Brand & Media at the ANA We give listeners some tips on improving the pitch experience for all.At ID Comms, we believe that Brands Deserve Better Media. 📈Find out more at www.idcomms.com

In this episode of #MediaSnack Meets, Tom Denford sits down with DJ Perera, Chief Media Officer at the Ad Council, the nonprofit behind some of the most iconic social impact campaigns in the U.S. With a background in both agency and corporate media, DJ brings a unique perspective to what it takes to build high-impact, message-driven campaigns in today’s evolving media environment. She shares insights on navigating the shift from commercial to purpose-driven media, how to drive results with donated inventory, and what media leaders can learn from the nonprofit world. DJ also reflects on the launch of Love Your Mind World—an innovative mental health campaign on Roblox—and offers thoughtful advice on leadership, change, and finding joy in the work.  00:00 - DJ’s Role at the Ad Council 02:14 - Career Highlights and Big Wins  03:55 - Challenges in the Media Industry  05:23 - Leadership and Career Advice  06:46 - Outside the Office  07:32 - Looking Ahead  #MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.  You can find DJ Perera on LinkedIn: https://www.linkedin.com/in/djperera  Learn more about the Ad Council: https://www.adcouncil.org/  Want to stay ahead in media? Visit https://www.idcomms.com/  Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Marketers need to collaborate with FBI: #MediaSnack 137 by ID Comms

On this week’s #MediaSnack Tom and David are reflecting on some of ID Comms experiences in recent media pitches. Compared to the last year’s pitch market, 2016 was relatively quest. However, the quality of media of agency performances in major reviews this year increased significantly, and Tom and David explain how this has led to an impressive level of commitment from participating agencies. As a result of this, the advertisers found it very hard to make a final decision in most cases, which is the sign of a great pitch process because agencies are hungry, competitive and committed to win. There is a clear correlation between those advertisers who make good pitch preparation including a clear vision for the role of their media agencies and the level of commitment from participating agencies. Agency CEO’s will tell you that they compete hardest for the best-prepared pitch briefs because they lay out a vision the agency can hang on to and work towards. These are far more fulfilling than a complex spreadsheet simply asking for cheaper media prices. Nobody enjoys a race to the bottom because ultimately nobody actually wants to win it. Recent research in US suggests that 64% of US media spend is going to be reviewed next year. We question the maths on that: This means that over $120bn of media spend is going to be in review. When compared to the $30bn that formed the MediaPalooza from 2015 you can see this is an extreme scenario and one which would terrify agency CEO’s. Tom and David also look into The Guardian’s recent experiment with its own inventory, that led to some fascinating results. The press reported that The Guardian set up an experiment to purchase its own inventory in order to follow the supply chain. This allowed them to see how much money as a publisher they get from the investment they made as an advertiser. The results of this experiment were fascinating, as according to their new Chief Revenue Officer, The Guardian was receiving only 30% from the initial investment in a worse case scenario. #MediaSnack encourages more media vendors and media publishers to conduct similar experiments as this gives as greater insights into media supply chain for all advertisers. Finally, the guys review some great comments made by Ben Jankowski, global media director of MasterCard at Advertising Week. Ben strongly advocates that brands should invest in senior media talent.Links from the episode:AdAge researchhttp://adage.com/article/agencies/thi...Guardian story:http://mediatel.co.uk/newsline/2016/1...Ben Jankowski at Advertising Week NY:http://digiday.com/brands/mastercards...

One of the most successful and well-connected media operators in the US, Bill Wise's shares his fascinating experiences growing some of the most well-known companies in digital advertising.  Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry. My guest for this episode is Bill Wise, CEO of Mediaocean.https://www.linkedin.com/in/billwise/-----Because the best are short of time, our guests answer only 6 questions in 20 minutesWe get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.We ask:1. What do you do, and what you are most proud of?2. What is the best thing about working in media?3. What do you think is the biggest challenge for the industry right now?4. What is your favorite piece of business/leadership advice?5. What is your passion outside of media?6. Your hopes for the year ahead?-----#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry. Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  Marketer? For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

Our most anticipated episode every year! We review 2022's top 10 standout moments in media and advertising. What were the most interesting stories of the year? Stay with us to the end where we name #MediaSnack's person of the year and we look ahead to 2023.--Episode links:#MediaSnack Meets with Wendy Clark:    • Wendy Clark, CEO ...  Rob Rakowitz Festival of Media 2019:    • Media Sustainabil...  About GARM: https://wfanet.org/leadership/garm/ab...GARM, Twitter accelerated brand safety agenda: https://wfanet.org/knowledge/item/202... -- #MediaSnack is a show for curious media professionals who are shaping the global media industry today. Each episode, we invite you to join in the conversation as we discuss various topics and trends in media and advertising. We keep our positive, can-do attitude while facilitating a lively discussion, all with the hope of making the industry a little better for generations to come.#MediaSnack is hosted by Tom Denford and David Indo, Co-Founders ID Comms where we help brands get the media they deserve. --https://www.idcomms.com/#mediaforgrowth#bettermedia

Facebook in crisis. What now? #MediaSnack 138 by ID Comms

How CMOs can save media industry: #MediaSnack 156 by ID Comms

#MediaSnack Ep. 1: Pepsi Axe Procurement, MediaPalooza, ANA Media Rebates by ID Comms

What Is Media Auditing And Why It Needs To Change: #MediaSnack 145 by ID Comms

On this week's episode. We review some fascinating data published by AdAge, Agency Report 2016 which for the first time really brings the threat of “consultant” businesses to the traditional agency business into stark focus. Based on annual revenues, the somewhat tyranny of the “Big Six” which for many years has been WPP, Omnicom, Publicis, IPG, DentsuAegis and Havas has been broken. Accenture Interactive is now the sixth largest global agency by revenue having achieved $2.9bn in revenue for 2015, edging Havas Group out of the top six. We consider this trend, look further down the ranking and realise that the majority of the top ten digital agencies by revenue are now owned by consulting firms like Deloitte and PwC rather than WPP and Publicis. What impact is this making on the industry and is this the beginning of the end of the agency holding model and their historic dominance of the agency market?Next we look at SAP XM, a new media trading technology launched this week. Its another fascinating disruptor to the traditional media agency model, giving marketers self-serve tools at scale to connect them with media inventory in a transparent market place.Finally we address an article written by Dominic Grounsell (the Global Marketing Director of Travelex) called “Why the marketing industry is failing to attract the best and brightest talent”. He suggests that the talent question should be keeping marketers awake at night.We also announce the launch of our latest 7Ts Investigation into the 7 drivers of competitive advantage in media: Talent. Today please check out the ID Comms 2016 Media Talent Survey which is open until 3rd June 2016. If you complete the survey you will get priority access to the results when published in a few weeks time.

My guest for this special, extended edition of #MediaSnack Meets episode is Andrew Susman, Co-Founder and COO of The Institute for Advertising Ethics. I ask Andrew our usual questions about his role and his view on the industry's successes and challenges, and then we spend a few minute talking about Andrew's great work in advertising ethics.You can learn more about The Institute of Advertising Ethics here: https://www.iaethics.org/Get certified as an Ethical Advertising Executive here: https://www.iaethics.org/get-certified---#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry. Because the best are short of time, our guests answer only 6 questions in 20 minutesWe get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.We ask:1. What do you do, and what you are most proud of?2. What is the best thing about working in media?3. What do you think is the biggest challenge for the industry right now?4. What is your favorite piece of business/leadership advice?5. What is your passion outside of media?6. Your hopes for the year ahead?---Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  Marketer? For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

Cindy Rose is stepping in as WPP’s new CEO — and with the holding group’s share price at a 16-year low and recent client losses piling up, this isn’t just a leadership change — it’s an inflection point. Tom and David break down what her appointment really signals: a shift toward AI-led operational transformation — and what that means for creativity, agencies, and advertisers alike. Drawing from their inside knowledge of WPP, they explore whether Rose can leapfrog the competition or if this is simply a safe, stabilizing move for a leaking ship. In this episode, you’ll hear:  What Cindy Rose’s hiring really says about WPP’s future  Why “leapfrog time” means moving beyond catch-up strategy  The legacy of Mark Read and where he fell short  What’s at stake for agencies in a red ocean landscape  A candid look at whether creativity will still matter in an AI-led WPP  #MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results. Want to stay ahead in media? Visit https://www.idcomms.com 

On this week’s #MediaSnack Tom and David devote the episode to considering Facebook’s stunning growth and the impact of a bumpy last few months which has included criticisms of fake news dominating their timelines, issues over measurement inaccuracies and the closing of their troubled ad-serving business. Where to start with Facebook? The media phenomenon has seen highly enviable growth over the last decade which has been well publicised. From the outside we’ve all marvelled at a business which has managed rocket-speed growth whilst managing to keep staff, investors, marketers and agencies consistently engaged and supportive. It is a case study in how to expand a business and maintain vision, consistency and reputation. However, in the last 6 months their celebrated success story has come in for a bumpy ride. The most notable dent, especially for marketers and agencies, comes from revelations Facebook issued in September 2016 that one of their performance metrics was inaccurate. After an internal audit by independent measurement company MOAT, Facebook admitted the way they had calculated video views - one of a staggering 220 different metrics they track - had been calculated incorrectly. After further internal investigations they found additional inaccuracies in other metrics - leading many to question whether Facebook had been benefitting commercially from overstating the impact of their advertising products. Facebook claimed the errors hadn’t influenced the prices paid by advertisers, but you could argue that the decision to use Facebook at all is based on their self-validated effectiveness measures. Facebook, to their credit seem to have managed this well - quickly issuing clarifications and changes. Facebook announced that they were opening up to external verification, creating a Measurement Board which invites independent measurement companies and some advertisers to ensure Facebook is properly serving brand needs and held more accountable. Following the concerns over metrics, they came in for criticisms over the algorithm managing news stories in Facebook-user timelines. Research seems to suggest that so-called “fake news” stories had outperformed genuine news (whatever that means), especially notable during the US Presidential elections. This calls into question the role that Facebook should play: does it become editor and curator of news or simply a platform which allows freedom of speech? Finally, Tom and David report on Facebook’s closure of their trouble ad-server, which was part of their Atlas business. The ad-serving had found it hard to compete with Double-Click’s dominance and so they have taken the decision to close and focus Atlas on measurement, which was always its strength. Facebook’s huge asset of having logged-in users across multiple devices and apps allows for very smart targeting, in theory. Atlas’ future can focus more on this ‘people first’ measurement. Perhaps far from this being the beginning of the end of Facebook, is it merely the end of the beginning - a media company which is learning (alongside important clients like P&G who have scaled back their precision targeting on Facebook) as it grows and moving from being a ‘safe harbour’ for media dollars, to a more accountable performance platform. Its move to come clean and now upgrade its metrics, and allowing external verification are the actions of a mature media business, listing to its customers and building for the future.

As the Omnicom-IPG merger continues to reshape the media landscape, Tom Denford and David Indo return with critical insights for advertisers. In this episode of #MediaSnack, they explore how the traditional agency model is shifting from service to sales, and why advertisers need to rethink their media strategies now. They break down how to update contracts, renegotiate for better value, and protect agency relationships in a post-merger world. In the How to Win segment, they reveal how even big brands are losing competitive advantage by relying on outdated media auditing and platform-driven results, and what smart marketers must do to take control, boost outcomes, and future-proof their investments.00:14 – How Not to LoseWhy media agencies are moving from service to salesWhat advertisers must renegotiate in 2025 contractsHow to protect your brand’s talent and agency relationships10:05 – How to WinWhy big spenders are seeing small resultsThe three hidden risks hurting media performanceHow smarter audit strategies can drive real business growth#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.Learn more about navigating the Omnicom-IPG Merger: https://www.idcomms.com/omnicomExplore Digital Control and Modern Media Auditing: https://www.idcomms.com/digital-controlWinning the Digital Pitch: https://www.idcomms.com/blog/winning-...Want to stay ahead in media? Visit https://www.idcomms.com/

Over the last few years, the advertising industry has been witnessing how media agencies were pushing new trading models to increase their revenue while advertisers raise their concerns about the lack of transparency within the digital media value chain. The ANA report increased tensions and the global industry has been looking for innovative ways of self-regulation.Latin America as a region, was far from the US or Europe. The two biggest markets had opposite realities: Brazil has legislation that prevents the operation of media agencies, allowing creative agencies to perpetuate an obsolete model that allows remuneration at standard commissions based on media investment and media rebates from media owners. On the other hand, Mexico saw the peak of new trading models pushed by media agencies. The rest of the region will follow between these two different realities.In April 2021, Mexico approved a 13 article Law that aims to eliminate and prosecute non-transparent media practices between advertisers, media owners and agencies. The Law has been approved by the senate and it is yet to be published in the official book to be effective.

Reviewing your media account: #MediaSnack 154 by ID Comms

In this special edition of #MediaSnack, Tom Denford and David Indo break down the most significant shifts in the global media and marketing industry from 2025. From blockbuster mergers and AI disruption to mass layoffs and murky data breaches, this has been a year of consolidation, chaos, and recalibration. Using the letters of “MediaSnack,” they recap the 10 biggest themes every CMO and media leader should be tracking as we head into 2026. Plus, they name their Media Person of the Year — the industry figure who had the most structural impact on media this year. This is your essential summary of the year in media, packed with perspective, insight, and guidance for marketers navigating what comes next. In this episode, you’ll hear: Why consolidation was the biggest story of the year — and how the Omnicom-IPG mega-merger is changing everything How AI moved from hype to operating system, and why marketers are right to ask: “Where’s the value?” The morale and trust crisis triggered by agency layoffs and the Dentsu data breach Why CMOs are demanding tighter control and outcome-based transparency from their partners The rise of retail media and the hidden cost of chasing "cheap reach" in a slop-filled content landscape Plus: The MediaSnack Person of the Year — a bold, controversial choice. #MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results. Want to stay ahead in media?  Visit: https://www.idcomms.com Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry. My guest for this #MediaSnackMeets episode is Brian Wieser, Principal at Madison and WallFind out:- What is Brian's experience in the industry and what is he most proud of professionally?- What he sees are the industry's biggest challenges and how we might address them?- What does he do to unwind and recharge?- Plus his best industry leadership tips and more!You can find Brian here: linkedin.com/in/brian-wieser-cfa-0a32b5-----#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry. Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  Marketer? For tips, guides & other amazing free resources for marketers, get started at: www.idcomms.com