#mediasnack

On this week’s #MediaSnack, Tom and David take an opportunity to look back across 2016 as a landmark year and indulge in looking ahead to 2017 in what they believe is likely to see a pivotal change in the future of the media industry. They review their experiences this year, notably the ongoing impact of the ANA’s media transparency investigation, which is still causing after-shocks around the world (see last week’s #MediaSnack for details of the latest media transparency scandal, this time from Japan). The full results of the ANA shining a light on “non-transparent practices” are still to be seen, but ID Comms can feel the wind of change about to sweep the industry, driven largely by a mindset change amongst some major advertisers. Brands that may have been neglecting their media investment and not providing sufficient oversight and governance have been woken sharply by the ANA findings and global press coverage, and now they are starting to think differently. This is apparent in the number of brands taking