Overview

There is an inherent dependency within the client / agency / publisher / technology model that limits brands’ capacity to be agile, flexible and autonomous in their media decision-making. Self-determination – more media control – will give brands greater certainty that strategies developed and investments decisions made on their behalf are aligned to their best interests.

Brands need to be more streetwise to the realities and inner workings of the media industry before they can become self-determining. They need to own their data and understand how to extract value from it; choose the right partners and insist on the best capabilities and highest levels of integrity from those partners, and implement new processes at the right pace for their organisation.