Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
If you expect constantly cheaper prices from media reviews without compromising quality you have misunderstood the industry, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
Media agency consolidation and margin pressure from procurement departments mean kickbacks take precedence over clients’ interests, while online media buying still isn’t transparent enough, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
ISBA’s former director of media and advertising says much of the distrust between brands and agencies comes from a lack of credible standards in media auditing, and that brands need to bring greater rigour into stewardship of their spending.
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.